This study was made for determining impact of perceptions of patients and prospective healthcare consumers about corporate reputation hospitals have on patient trust, loyalty and identification. In addition, in the study it was investigated whether there is a statistically significant difference between socio-demographic characteristics of consumers and perceptions related to patient trust, loyalty to corporate and identification. It was used questionnaire form as tool of collecting data in the study. Population of the research consists of people who reside in city centre of Ankara. It was utilized method of simple random sampling. For this purpose, it was applied the form to 515 people. It was used descriptive statistics besides structural equation model in data analysis. It was showed perception hospital is well-known, successful and large affects corporate reputation have impact on trust people have in hospitals. Also, it was seen consumers suggest to their neighborhoods and defend against negative criticism about their hospitals. The research was conducted only in one province (Ankara) in Turkey using convenience sampling. Thus, the findings may not be generalize to all healthcare consumers in the world. It can be stated hospitals’ perceptions of corporate reputation have impact on people's attitudes and behaviors. The findings have proven that perceptions of corporate reputation have impact on people's attitudes and behaviors and play important role and affect sustainability in hospital preferences.
Patient Trust, Patient Loyalty, Patient Identification, Corporate Reputation, Healthcare Services