Social Media Use in the Context of Increasing Corporate Quality: A Study on Patient Communication and Satisfaction

Abstract

Rapid developments in information and internet technologies have made the use of these technologies widespread in every stage of our lives. As a result of these developments, social media, which is an interactive environment where consumers can share their feelings, thoughts, ideas and information, has taken its place in the internet world. Consumers, who spend most of their time on the internet in their daily life, can obtain information about the product, brand or business in an easier and cheaper way without the limitation of time and place, and can share their positive or negative experiences with their social circles by making use of various social media tools in their purchasing processes. As in every field, both consumers and businesses benefit from social media in health services. In this study, it was aimed to determine the use of social media by individuals in choosing a hospital and to determine the quality effect on patient satisfaction. In this context, the use of social media in the context of i ncreasing the institutional quality of a private health institution and its reflection on patient communication and satisfaction were investigated. In-depth interview method, one of the qualitative research techniques, was used in the research. In the study, 5 managers and 5 patients were interviewed. Semi-structured interview technique was used as data collection method. The obtained data were analyzed using descriptive statistics and direct quotations. The results have revealed that the Use of Social Media has gained great importance in the context of increasing institutional quality. It has also been determined that social media plays an important role in patients' choice of health institution and makes patient-hospital communication interactive. In addition, being interactive in patient-hospital relations plays an important role in the quality of the institution.