The research on the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty : Case of Healthcare Institution

The objective was to define the impact of corporate trustworthiness and corporate image on customer satisfaction and loyalty among patients who get in-patient care in a university affliated hospital. The scales for corporate trustworthiness, corporate image, customer satisfaction and customer loyalty were determined and a survey questionaire was prepared. After a pre-test was done, the final questionaire was used in the research. Total of 1410 forms were analysed. After reliability and factor analysis were completed, comparative tests, correlation and regression analysis were done. After factor analysis, customer satisfaction was divided into 2 domains, customer loyalty into 2 domains. Pearson’s correlation coefficients (r) between each variable was determined. Regression analysis revealed coefficient of determination (R2) between dimensions. The proportion of variation in customer advocacy is explained by tangible and intangible satisfaction dimensions in 51,2 % of cases. The proportion of variation in customer advocacy is explained by tangible and intangible satisfaction, trustworthiness and image dimensions in 62% of cases. The proportion of variation in customer choice is explained by organizational and personel satisfaction, trustworthiness dimensions in 27,1% of cases