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Hastane-Hasta İlişkisi Bağlamında Hasta Sadakati: Sosyal Medyanın Aracı Rolü

Year 2019, Volume: 6 Issue: 1, 783 - 804, 21.01.2019
https://doi.org/10.17680/erciyesiletisim.454347

Abstract

Bu çalışma, sosyal medyanın hasta sadakati üzerindeki rolünü incelemeyi
hedeflemiştir. Hasta sadakatini değerlendirmek için; hastalar tarafından sosyal
medyada paylaşılan memnuniyeti, hasta güvenini, sosyal medya üzerinde hastanehasta iletişiminin gücünü ve hastanenin sosyal medyada algılanan imajını test eden
bir ölçüm envanteri, ilgili literatür temel alınarak geliştirilmiştir. Veriler çevrimiçi
anket vasıtasıyla 625 kişiden toplanmıştır. Literatürde yer alan bulgular göz önünde
bulundurularak hipotezler geliştirilmiş ve hasta sadakatini yordayan değişkenlerin
Yapısal Eşitlik Modeli (YEM) aracılığı ile incelenmesi amaçlanmıştır. Çalışmanın
sonuçları, sosyal medyada hastalar tarafından paylaşılan memnuniyetin; yordayıcı
değişkenler (hasta güveni, sosyal medya üzerinde hastane-hasta iletişiminin gücü,
hastanenin sosyal medyada algılanan imajı) ve hasta sadakati arasındaki ilişki
üzerinde aracı değişken olduğunu göstermiştir. Bulgular, hastanelerin müşterileri
olan sadık hastalar kazanma noktasında özgün ampirik bir model sağlamakla
beraber sosyal medyanın sağlık iletişimindeki önemini vurgulamaktadır.

References

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Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media

Year 2019, Volume: 6 Issue: 1, 783 - 804, 21.01.2019
https://doi.org/10.17680/erciyesiletisim.454347

Abstract

This study aimed to investigate role of social media on patient loyalty. Based on
related literature review, for assessing patient loyalty, a measurement scale, testing
satisfaction shared by patient through social media, patient trust, strength of
hospital-patient communication on social media, and perceived image of hospital
on social media was developed. The data was collected from 625 patients by selfadministered online questionnaires. Hypotheses about the role of social media
were suggested based on existing body of knowledge so that we aimed to examine
underlying mechanism between the predictors and patient loyalty by means of
Structural Equation Modelling (SEM) framework. Findings demonstrated that
satisfaction, shared by patients through social media, mediated the association
between patient trust, strength of hospital-patient communication on social media,
perceived image of hospital on social media, and patient loyalty. The findings
provide an original empirical model with respect to gaining loyal patients whom
are customers of hospitals and highlight the important role of social media in health
communication.

References

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  • Amin, M., and Zahora Nasharuddin, S. (2013). Hospital service quality and its effects on patient satisfaction and behavioral intention. Clinical Governance: An International Journal, 18(3), 238-254.
  • Astuti, H. J., and Nagase, K. (2014). Patient loyalty to healthcare organizations: Relationship marketing and satisfaction. International Journal of Management and Marketing Research, 7(2), 39-56.
  • Baker, R., Mainous Iii, A. G., Gray, D. P., and Love, M. M. (2003). Exploration of the relationship between continuity, trust in regular doctors and patient satisfaction with consultations with family doctors. Scandinavian journal of primary health care, 21(1), 27-32.
  • Barksdale, H. C., Johnson, J. T., and Suh, M. (1997). A relationship maintenance model: A comparison between managed health care and traditional fee-for-service. Journal of Business Research, 40(3), 237-247.
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  • Bodet, G. (2008). Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships. Journal of retailing and consumer services, 15(3), 156-162.
  • Burgener, A. M. (2017). Enhancing Communication to Improve Patient Safety and to Increase Patient Satisfaction. The health care manager, 36(3), 238-243.
  • Chahal, H., and Kumari, N. (2011). Evaluating customer relationship dynamics in healthcare sector through indoor patients' judgement. Management Research Review, 34(6), 626-648.
  • Chahal, H., and Bala, M. (2012). Significant components of service brand equity in healthcare sector. International journal of health care quality assurance, 25(4), 343-362.
  • Chang, C.W., Tseng, T.H., and Woodside, A.G. (2013). Configural algorithms of patient satisfaction, participation in diagnostics, and treatment decisions influences on hospital loyalty. Journal of Services Marketing, 27(2), 91-103.
  • Chiu, C. M., Chang, C. C., Cheng, H. L., and Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online information review, 33(4), 761-784.
  • Chou, J. S., and Kim, C. (2009). A structural equation analysis of the QSL relationship with passenger riding experience on high speed rail: An empirical study of Taiwan and Korea. Expert Systems with Applications, 36(3), 6945-6955.
  • Cooper, S. (2012). New study shows 72 percent of European online consumers are social health users. Retrieved: February 22, 2018, https://www.fiercehealthcare.com/healthcare/new-study-shows-72-percent-european-online-consumers-are-social-health-users.
  • Curasi, C., and Kennedy, K. (2002). From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, 16(4), 322-341.
  • De Martino, I., D’Apolito, R., McLawhorn, A. S., Fehring, K. A., Sculco, P. K., and Gasparini, G. (2017). Social media for patients: benefits and drawbacks. Current reviews in musculoskeletal medicine, 10(1), 141-145.
  • Derin, N., and Demirel E.T. (2013). Scale Development Study Aimed at Patient Satisfaction Which is the Quality Indicator in Medical Services. International Journal of Social Science, 6(2), 1111-1130.
  • Dwyer, F. R., Schurr, P. H., and Oh, S. (1987). Developing buyer-seller relationships. The Journal of marketing, 51(2), 11-27.
  • Erdoğmuş, İ. E., and Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia Social and Behavioral Sciences, 58, 1353-1360.
  • Fox, S., and Duggan M. (2013). One in three American adults have gone online to figure out a medical condition. Retrieved: September 5, 2017, http://www.pewinternet.org/2013/01/15/health-online-2013/?beta=true&utm_expid=53098246-2.Lly4CFSVQG2lphsg-KopIg.1.
  • Gee, R., Coates, G., and Nicholson, M. (2008). Understanding and profitably managing customer loyalty. Marketing Intelligence & Planning, 26(4), 359-374.
  • Geyskens, I., Steenkamp, J. B. E., and Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of marketing Research, 36(2), 223-238.
  • Gremler, D. D., and Brown, S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing service quality: A global perspective, 5, 171-181.
  • Griffis, H. M., Kilaru, A. S., Werner, R. M., Asch, D. A., Hershey, J. C., Hill, S., and Merchant, R. M. (2014). Use of Social Media Across US Hospitals: Descriptive Analysis of Adoption and Utilization. Journal of Medical Internet Research, 16(11), e264.
  • Hall, M. A., Dugan, E., Zheng, B., and Mishra, A. K. (2001). Trust in physicians and medical institutions: what is it, can it be measured, and does it matter?. The milbank quarterly, 79(4), 613-639.
  • Hesse, B. W., Moser, R. P., and Rutten, L. J. (2010). Surveys of physicians and electronic health information. New England Journal of Medicine, 362(9), 859-860.
  • Househ, M., Borycki, E., and Kushniruk, A. (2014). Empowering patients through social media: the benefits and challenges. Health informatics journal, 20(1), 50-58.
  • Hu, L. T., and Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological methods, 3(4), 424-453.
  • IMS Institute. (2014). Engaging patients through social media. Retrieved: October 4, 2017, http://magazine.imshealth.it/wp-content/uploads/2015/09/IIHI_Social_Media_Report.pdf.
  • Institute for Healthcare Communication. (2011). Impact of Communication in Healthcare. Retrieved: October 4, 2017, http://healthcarecomm.org/about-us/impact-of communication-in-healthcare.
  • Issa, T., and Isaias, P. (2016). Internet factors influencing generations Y and Z in Australia and Portugal: A practical study. Information Processing & Management, 52(4), 592-617.
  • Juhana, D., Manik, E., Febrinella, C., and Sidharta, I. (2015). Empirical study on patient satisfaction and patient loyalty on public hospital in Bandung, Indonesia. International Journal of Applied Business and Economic Research, 13(6), 4305-4326.
  • Kaplan, A. M., and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Keating, N. L., Green, D. C., Kao, A. C., Gazmararian, J. A., Wu, V. Y., and Cleary, P. D. (2002). How are patients' specific ambulatory care experiences related to trust, satisfaction, and considering changing physicians?. Journal of general internal medicine, 17(1), 29-39.
  • Kessler, D. P., and Mylod, D. (2011). Does patient satisfaction affect patient loyalty?. International journal of health care quality assurance, 24(4), 266-273.
  • Khan, M. M., and Fasih, M. (2014). Impact of Service Quality on Customer Satisfaction and Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce & Social Sciences, 8(2), 331-354.
  • Kim, H. B., and Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism management, 26(4), 549-560.
  • Kim, K. J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C. G., and Kim, T. H. (2007). The impact of network service performance on customer satisfaction and loyalty: High speed internet service case in Korea. Expert Systems with Applications, 32(3), 822-831.
  • Kumar, V., and Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317-329.
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There are 82 citations in total.

Details

Primary Language English
Journal Section Thesis Abstracts
Authors

Hikmet Tosyalı 0000-0002-9639-5072

Cem Sefa Sütçü This is me 0000-0002-9389-6832

Furkan Tosyalı 0000-0002-1369-9960

Publication Date January 21, 2019
Submission Date August 17, 2018
Published in Issue Year 2019 Volume: 6 Issue: 1

Cite

APA Tosyalı, H., Sütçü, C. S., & Tosyalı, F. (2019). Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media. Erciyes İletişim Dergisi, 6(1), 783-804. https://doi.org/10.17680/erciyesiletisim.454347