Özet:
That being one of the most important values of
the institutions, the management of reputation,
with its feature that cannot be imitated by its
competitors, has become one of the crucial
management tools in recent years. That it is one
and perhaps the most important of the institution
having vital importance in terms of trust,
communication and behavior in social
responsibility for its internal and external
stakeholders, it becomes necessary for health
care sector to deal with the issue of corporate
reputation that will make great contribution to
these institution in terms of creating the
mentioned issues, ensuring sustainability and
improving the quality of services.
The aim of this research was; to present how the
management process has been executed
especially on the basis of the health sector and
analyze comparatively that according to their
working status, at what level and in which
differences the employees in public and private
sector (public hospital and private hospital)
perceive corporate reputation. In the study, by
using a reputation scale, developed by Charles J.
Fombrun a questionnaire was conducted on 253
75
nurses working in Nevşehir state hospital and 2
private hospitals in the same province in May of
2014. The questionnaire questions were asked to
the participants with a face to face method
within working hours. In order to simplify the
research of the subjects that creates the roof of
the research method, 3 research questions and 1
hypothesis were determined. On the prepared
questions and the analysis and testing of the
hypothesis, it was benefited from the programme
SPSS for Windows 16.0. According to the
results obtained from the research, the
perceptions of the employees, (the nurses) in the
hospitals (private and public) in Nevşehir city
center, about the corporate reputation is
moderate. This situation shows that the hospitals
do not give enough attention to studies that can
improve corporate reputation of the nurses who are
the internal stakeholders of the hospitals. In addition,
it was concluded that the level of perception of nurses
differs according to the situation whether they work
in public hospitals or in private hospitals.
Accordingly, the perception about corporate
reputation of the employees working in private
hospitals is higher than the employees working in the
state hospitals.