The Mediating Role of Patient Distrust in the Impact of Corporate Image on Recommendation Intention

Abstract

Objective:The purpose of this study is to determine the effect of corporate image on recommendation intention and the mediating role of patient distrust in relation to this effect. Materials and Methods: The study was conducted with 330 patients receiving healthcare services from a Training and Research Hospital in April 2017. The data was collected through face-to-face interviews with the patients. The corporate image scale, the recommendation intention scale, the patient distrust scale and an introductory information form were used as the data collection tools. Descriptive statistical methods, exploratory factor analysis, reliability analysis, correlation analysis and the Process Macro regression analysis for SPSS developed by Hayes were used in order to determine the mediating role and the data analysis. The analyses were made at a 95% confidence interval. Results: The results of the study show there to be a negative correlation between patient distrust and recommendation intention as well as corporate image while demonstrating a positive correlation between corporate image and recommendation intention. Another important result to be drawn from this study is that corporate image has a positive effect on recommendation intention and that patient distrust plays a negative role in this effect. Conclusion: Healthcare institutions attach importance to the recommendation intention of its patients and they need to devote efforts to improve them in order to position their corporate image in the patients' minds successfully. In the meantime, determining and minimizing the factors leading to distrust among patients is crucial.