Effect of Customers’ Perception from Human Capital on Image of Customers about Hospital

Abstract

Introduction: Having a desirable image in a market can be considered as an asset for an organization. Therefore, using proper approaches, managers of such organizations must monitor and manage the image of their organizations in order to achieve their organizational goals and their customer’s satisfaction. As an important sector of every society, managers of hospitals also must try their best to induce a desirable image of their organization in their customers’ mind. The present study aimed to evaluate the effect of customers’ perception from human capital of organization on their mental image formation about hospital. Methods: It was a descriptive survey, and the population were the inpatients of one of the hospitals which was affiliated to Isfahan University of Medical Science in fall 2009. Data collection was done by a questionnaire and its validity and reliability was confirmed by factor analysis and Cronbach’s alpha. Results: Knowledge and communication skills of employees affected the customer's image formation about hospital (B = 0.594, P < 0.001). Results showed that knowledge (B = 0.622; P < 0.001) had more influence than communication skills (B = 0.548; P < 0.001). Finally, the study presented ranks of influencing factors on image formation based on human resource groups (physicians, nurses, employees and staff). Conclusion: Customers’ perception of knowledge and communication skills of employees affected the customer's image formation about hospital; thus, for managing hospital and marketing services, managers of hospital must attempt to promot human resource to human capital. Keywords: Mental Image, Human Capital, Communication Skills, Hospitals