Habib Allah Doaei; Monireh Salehnia; Somayeh Ahmadzadeh-Jozi
Volume 9, Issue 7 , December 2012, , Pages 977-988
Abstract
Introduction: Having a desirable image in a market can be considered as an asset for an organization.Therefore, using proper approaches, managers of such organizations must monitor and manage the imageof their organizations in order to achieve their organizational goals and their customer’s satisfaction. ...
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Introduction: Having a desirable image in a market can be considered as an asset for an organization.Therefore, using proper approaches, managers of such organizations must monitor and manage the imageof their organizations in order to achieve their organizational goals and their customer’s satisfaction. As animportant sector of every society, managers of hospitals also must try their best to induce a desirableimage of their organization in their customers’ mind. The present study aimed to evaluate the effect ofcustomers’ perception from human capital of organization on their mental image formation about hospital.Methods: It was a descriptive survey, and the population were the inpatients of one of the hospitals whichwas affiliated to Isfahan University of Medical Science in fall 2009. Data collection was done by aquestionnaire and its validity and reliability was confirmed by factor analysis and Cronbach’s alpha.Results: Knowledge and communication skills of employees affected the customer's image formation abouthospital (B = 0.594, P < 0.001). Results showed that knowledge (B = 0.622; P < 0.001) had more influencethan communication skills (B = 0.548; P < 0.001). Finally, the study presented ranks of influencing factorson image formation based on human resource groups (physicians, nurses, employees and staff).Conclusion: Customers’ perception of knowledge and communication skills of employees affected thecustomer's image formation about hospital; thus, for managing hospital and marketing services, managersof hospital must attempt to promot human resource to human capital.
