Özel hastanelerde markalaşma, imaj ve toplam kalite yönetimi (Kurumsallaşma süreci ve müşteri memnuniyeti tercihleri açısından irdelenmesi)
Küçük Resim Yok
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Teknolojik ve ekonomik gelişmeler, artan refah ve eğitim düzeyi, iletişim ve ulaşım hizmetlerindeki hızlı ilerlemenin bir sonucu olarak sağlık sektöründe son yıllarda önemli gelişmeler yaşanmıştır. Sağlık sektörü içerisinde özel hastanelerin getirdiği rekabetçi ortamla birlikte sağlık kurumları ve sunulan hizmetler her geçen gün gelişen teknolojik imkânlar ile birlikte çeşitlenmiştir. Sağlık sektöründe diğerlerinden aynı hizmet sunumunda farklılık yaratan, iyi ve güvenilir bir imaj çizen hizmetleri sunarak markalaşan, hizmet kalitesinde süreklilik sağlayan, toplam kalite yönetimine önem veren sağlık kuruluşları, artan rekabete rağmen gelişimlerini sürdürebilmişlerdir. Sağlık sektöründe artan rekabet ve koşulların zorlaşması, markalaşma ve imaja, toplam kalite yönetimine, müşteri memnuniyetine, kurumsallaşmaya ve profesyonel sağlık yöneticiliğine ve pazarlama faaliyetlerine önem veren hastanelerin ayakta kalmasını sağlamıştır. Ulusal pazarın yanı sıra, gelişen medikal turizm kavramı ile birlikte, küresel pazarların da rekabet koşullarını dikkate alarak faaliyetlerini sürdüren özel hastanelerin sektör içindeki payları artmıştır. Yönetim anlayışındaki değişimler de, hastanelerin başarısını etkileyen pek çok kavramı aynı anda değişime uğratmıştır. Bunlar yönetimin profesyonelleşmesinden kaliteye, kurum kültüründen kurumsallaşmaya pek çok kavramı aynı anda etkilemiştir. Kurumsallaşma kavramı da özel hastaneler için önemli bir olgu halini almıştır. Günümüzde yönetici anlayışı da değişmiş, çağın gereklerine ayak uyduran, diğerleri arasından ayırt edilebilmeyi, rekabette söz sahibi olmayı isteyen özel hastaneler için profesyonel yönetici ihtiyacı ortaya çıkmıştır. Anahtar Kelimeler : Sağlık Hizmetlerinde Markalaşma, İmaj, Toplam Kalite Yönetimi, Müşteri Memnuniyeti
In recent years, important developments have been observed in health sector together with the technological and economical developments, increased level of welfare and education, rapid progression in communication and transport services. Together with the competitive environment introduced by the private hospitals within the health sector, the health institutions and the offered services have become varied together with the technological opportunities developing in each passing day. At this point, the health institutions creating differences in presentation of the same service, becoming brand by presenting services which produce a good and reliable image, enablinh continuity in the quality of the presented service, giving importance to total quality management in health sector, have continued their developments despite the increased competition. The increased competition and the conditions becoming difficult in the health sector have enabled the hospitals which give importance to branding and image, total quality management, customer satisfaction, institutionalization and professional health management and marketing activities to survive. In addition to national market, together with the concept of medical tourism, the portion of the private hospitals which had continued their activities by considering the competition conditions in the global market, have increased. The changes in management approach have also caused change in several factors that affect the success of hospitals at the same time. These have affected many factors ranging from professionalizing of the management to quality and culture of the institution to institutionalization. Institutionization approach has also become an important issue for private hospitals. At the present time, the concept of manager has also changed and a need of professional managers has emerged for the private hospitals which try to cope with the requirements of the century, which try to be differentiated and to have voice in competition. Key Words :Branding in health services, image, total qualitymanagement, customer satisfaction
In recent years, important developments have been observed in health sector together with the technological and economical developments, increased level of welfare and education, rapid progression in communication and transport services. Together with the competitive environment introduced by the private hospitals within the health sector, the health institutions and the offered services have become varied together with the technological opportunities developing in each passing day. At this point, the health institutions creating differences in presentation of the same service, becoming brand by presenting services which produce a good and reliable image, enablinh continuity in the quality of the presented service, giving importance to total quality management in health sector, have continued their developments despite the increased competition. The increased competition and the conditions becoming difficult in the health sector have enabled the hospitals which give importance to branding and image, total quality management, customer satisfaction, institutionalization and professional health management and marketing activities to survive. In addition to national market, together with the concept of medical tourism, the portion of the private hospitals which had continued their activities by considering the competition conditions in the global market, have increased. The changes in management approach have also caused change in several factors that affect the success of hospitals at the same time. These have affected many factors ranging from professionalizing of the management to quality and culture of the institution to institutionalization. Institutionization approach has also become an important issue for private hospitals. At the present time, the concept of manager has also changed and a need of professional managers has emerged for the private hospitals which try to cope with the requirements of the century, which try to be differentiated and to have voice in competition. Key Words :Branding in health services, image, total qualitymanagement, customer satisfaction
Açıklama
Anahtar Kelimeler
Hastaneler, Hospitals, Sağlık Kurumları Yönetimi
