Relationship between Patient Satisfaction and Hospital Brand Image: A Meta-Analytic Study

Abstract

Aims: In this meta-analytic study, the relationship between satisfaction and brand image variables was investigated from the perspectives of patients and hospitals. Methods: After our review of the literature which covered 2010 and 2021, 19 studies that met the inclusion criteria were analyzed with the meta-analysis method. The Comprehensive Meta-Analysis package program was used in the analysis of the data. Findings: The total number of the participants in the samples within the scope of the studies was 6,038. It was determined that 100% of the studies were published as articles, 68.4% were in English, and while 31.6% were published between 2010 and 2015, 68.4% were published between 2016 and 2021. According to the random effect model, a statistically significant, positive and strong relationship (r: ~0.50) was determined between patient satisfaction and hospital brand image variables. Conclusion: In other words, it was revealed that of the patients who were satisfied with the results of the health service they received, those whose satisfaction level was high perceived the brand image of the hospital more successfully. In this context, it can be recommended that hospital administrators who want their hospitals' brand image to be perceived by health service recipients as high should attach more importance to patient satisfaction.