THE EFFECT OF DOCTOR IMAGE PERCEIVED BY SOCIETY ON HEALTHCARE SERVICE QUALITY: THE CASE OF BOLU AND DUZCE

The aim of this study is to determine the effect of doctor image perceived by the society on healthcare service quality. For this purpose, at first the researches on doctor imaged perceived society were reviewed. Afterwards, health care service quality perceptions of society were determined by using SERVPERF scale that were developed in literature previously. In this context, the people who benefited from health services provided in Düzce and Bolu, at least once in the recent year. Accordingly, data was gathered from 559 participants by questionnaire. Descriptive factor analysis, multiple linear regression analysis, and correlation analysis were applied to data. As a result, 4 dimensions for healthcare service quality and 5 dimensions for perceived doctor image were defined. The 4 dimensions of health care service quality are: Reliability, physical appearance, willingness, and empathy. The five dimensions of perceived doctor image are: Doctor's informing the patient, positively perceived doctor behavior, doctor's opinion of money, negatively perceived doctor behavior, and negatively perceived doctor esteem. According to multiple linear regression results, dimensions of perceived image of doctor by society (doctor's informing the patient, positively perceived doctor behavior, doctor's opinion of money, negatively perceived doctor behavior, and negatively perceived doctor esteem) effects health care service quality (reliability, physical appearance, willingness, and empathy).