DETERMINATION OF THE FACTORS AFFECTING THE EMOTIONAL ATTRACTION FROM THE REPUTATION CONCEPT AND REPUTATION COMPONENTS IN HEALTH SECTOR BY MEANS OF PATH ANALYSIS

Abstract

Corporate reputation is one of the most important strategic resources for enterprises. Corporate Reputation, an abstract asset, provides significant benefits that can create a longterm competitive advantage for businesses. One of the sectors where competition is intense in our globalizing world is the health sector. Health institutions operating in this sector have to pay attention to and protect their corporate reputation in order to gain competitive advantage. The aim of this study is to measure the reputation perceptions of health workers for hospitals that constitute the basis of the health sector, to determine the indirect-direct and total impact coefficients of the factors affecting emotional attraction from the dimensions of the reputation and to make conclusions about how to follow the way to increase the reputation. As a result of the analysis, hospitals need to improve their vision and leadership positions, social and environmental responsibility activities and product service quality in the first three rankings in terms of total impact in order to increase emotional attractiveness.