Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media
This study aimed to investigate role of social media on patient loyalty. Based on related literature review, for assessing patient loyalty, a measurement scale, testing satisfaction shared by patient through social media, patient trust, strength of hospital-patient communication on social media, and...
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| Format: | Article |
| Language: | English |
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Erciyes University
2019-01-01
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| Series: | Erciyes İletişim Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/pub/erciyesiletisim/issue/42719/454347 |
| _version_ | 1797421396365672448 |
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| author | Cem Sefa Sütçü Hikmet Tosyalı Furkan Tosyalı |
| author_facet | Cem Sefa Sütçü Hikmet Tosyalı Furkan Tosyalı |
| author_sort | Cem Sefa Sütçü |
| collection | DOAJ |
| description | This study aimed to investigate role of social media on patient loyalty. Based on
related literature review, for assessing patient loyalty, a measurement scale, testing
satisfaction shared by patient through social media, patient trust, strength of
hospital-patient communication on social media, and perceived image of hospital
on social media was developed. The data was collected from 625 patients by selfadministered online questionnaires. Hypotheses about the role of social media
were suggested based on existing body of knowledge so that we aimed to examine
underlying mechanism between the predictors and patient loyalty by means of
Structural Equation Modelling (SEM) framework. Findings demonstrated that
satisfaction, shared by patients through social media, mediated the association
between patient trust, strength of hospital-patient communication on social media,
perceived image of hospital on social media, and patient loyalty. The findings
provide an original empirical model with respect to gaining loyal patients whom
are customers of hospitals and highlight the important role of social media in health
communication. |
| first_indexed | 2024-03-09T07:16:40Z |
| format | Article |
| id | doaj.art-6d114b52012f45909ffab4125dfeb0db |
| institution | Directory Open Access Journal |
| issn | 1308-3198 2667-5811 |
| language | English |
| last_indexed | 2024-03-09T07:16:40Z |
| publishDate | 2019-01-01 |
| publisher | Erciyes University |
| record_format | Article |
| series | Erciyes İletişim Dergisi |
| spelling | doaj.art-6d114b52012f45909ffab4125dfeb0db2023-12-03T08:28:51ZengErciyes UniversityErciyes İletişim Dergisi1308-31982667-58112019-01-016178380410.17680/erciyesiletisim.454347124Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social MediaCem Sefa Sütçü0Hikmet Tosyalı1Furkan Tosyalı2MARMARA ÜNİVERSİTESİMALTEPE ÜNİVERSİTESİDÜZCE ÜNİVERSİTESİThis study aimed to investigate role of social media on patient loyalty. Based on related literature review, for assessing patient loyalty, a measurement scale, testing satisfaction shared by patient through social media, patient trust, strength of hospital-patient communication on social media, and perceived image of hospital on social media was developed. The data was collected from 625 patients by selfadministered online questionnaires. Hypotheses about the role of social media were suggested based on existing body of knowledge so that we aimed to examine underlying mechanism between the predictors and patient loyalty by means of Structural Equation Modelling (SEM) framework. Findings demonstrated that satisfaction, shared by patients through social media, mediated the association between patient trust, strength of hospital-patient communication on social media, perceived image of hospital on social media, and patient loyalty. The findings provide an original empirical model with respect to gaining loyal patients whom are customers of hospitals and highlight the important role of social media in health communication.https://dergipark.org.tr/tr/pub/erciyesiletisim/issue/42719/454347health communicationpatient loyaltypatient satisfactionpatient relationship managementsocial mediasağlık i̇letişimihasta sadakatihasta memnuniyetihasta i̇lişkileri yönetimisosyal medya |
| spellingShingle | Cem Sefa Sütçü Hikmet Tosyalı Furkan Tosyalı Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media Erciyes İletişim Dergisi health communication patient loyalty patient satisfaction patient relationship management social media sağlık i̇letişimi hasta sadakati hasta memnuniyeti hasta i̇lişkileri yönetimi sosyal medya |
| title | Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media |
| title_full | Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media |
| title_fullStr | Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media |
| title_full_unstemmed | Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media |
| title_short | Patient Loyalty in the HospitalPatient Relationship: The Mediating Role of Social Media |
| title_sort | patient loyalty in the hospitalpatient relationship the mediating role of social media |
| topic | health communication patient loyalty patient satisfaction patient relationship management social media sağlık i̇letişimi hasta sadakati hasta memnuniyeti hasta i̇lişkileri yönetimi sosyal medya |
| url | https://dergipark.org.tr/tr/pub/erciyesiletisim/issue/42719/454347 |
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