Strategic Brand Model Proposal for Patient Satisfaction and Private Healthcare Preferences

• GOK, Selver ^[1] ; BURCKIN, Emre ^[2]
  1. [1] Near East Unversty
  2. [2] Cyprus Internatonal Unversty
• Localización: Revista de Cercetare si Interventie Sociala, ISSN-e 1584-5397, Vol. 68, 2020, págs. 223-249
• Idioma: inglés
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• Resumen

  • The success and survival of healthcare services depend largely on meeting the wishes and expectations of the patient. Patient satisfaction can be defined as increasing the satisfaction level by meeting their needs and desires, thus decreasing customer turnover. The brand is the care the healthcare institution offers the patient and it is predicated on the patient's personal satisfaction and their personally perceived satisfaction stemming from the credentials of the healthcare business. As a result, the credential’s of the brand is a phenomenon that takes shape by how the brand expresses itself. The brand itself is the credential. The element that directly affects customer demands and expectations in health institutions is the emotional bond the institution forms with consumers. The purpose of the study is to identify the actions which healthcare enterprises take towards building corporate credentials, to address the strategy of such institutions in establishing their credentials through patient satisfaction and to measure the effect of a brand value phenomenon derived from the credentials. The comparison made by patients and their relatives of one healthcare institution with another which results in the emergence of satisfaction with a brand is a persuasive factor in wages policy against other competitors. The research was supported by measurement and evaluation processes and it aimed to develop a strategic brand model proposal.