The management of corporate reputatıon ın Healthcare ınstıtutıons a research study for measurıng the perceptıon about Corporate reputatıon of employeesworkıng ın publıc and prıvate hospıtals

Abstract

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.