The effect of patient-physician communication on patient loyalty: The mediating role of corporate reputation

In today's world of intense competition, patient loyalty has become a critical factor for hospitals to sustain their existence and gain competitive advantage. The present study aims to reveal the mediating role of corporate reputation in the effect of patient-physician communication on patient loyalty. The research data were obtained from individuals residing in İstanbul, Türkiye, who received services from private hospitals in the last year and were 18 years of age and over, through an online survey. The research results indicated that patient-physician communication positively affected corporate reputation. It indicated that patient-physician communication and corporate reputation positively affected patient loyalty. It also showed that corporate reputation had a mediating role in the effect of patient-physician communication on patient loyalty. As a consequence, the present study exhibited that patient-physician communication and corporate reputation are predictor factors of patient loyalty.