CORPORATE IMAGE AND CUSTOMER LOYALTY IN THE DENTAL HEALTH SECTOR

Abstract

The privatization of healthcare services has become commonplace nowadays. Many different marketing strategies are used during privatizations in order to reach the desired volume of customers. Among these marketing methods, it is believed that verbal marketing is effective in terms of influencing the preferences of customers. However, it seems that research in this field is not sufficient. In this context, the aims of this paper are to explore the effects of word–of-mouth marketing (WOM) and corporate image (CI) on customer loyalty (CL) in individuals who have undergone dental healthcare, and to investigate certain related factors. Questionnaires were prepared as the principal data collection method for the research. The study consisted of a total of 172 respondents. According to the correlation analysis that was conducted in order to analyze the relationships between WOM promotion, CI and CL, it was found that these variables have an effective positive relationship with each other. In order to increase customer satisfaction levels and patient loyalty to health institutions, it is necessary to consider variables such as the quality of service, word-of-mouth marketing, corporate image, corporate reputation, and customer loyalty, both in terms of the basic human right to healthcare, and in terms of commercial interests.