The effect of promotional activities on private hospitals' prestige, recognition and preferability in terms of age and marital status: A case study in Nevşehir

Health sector has expanded via the increasing number of private hospitals as a result of the demand for health service. Competitive struggle has also increased the expectations of patients (consumers) from health organizations. Patient satisfaction is the most fundamental thing in the recent competitive atmosphere. The aim of the study is to determine whether or not promotional activities carried out by private hospitals make a difference in perceptions of consumers in terms of age and marital status about the effect of prestige, recognition and desirability of private hospitals. The study also suggests messages about prestige, recognition and desirability for private hospitals in order to meet the needs of target consumers. The literature is reviewed in the first three parts. The fourth part includes factor analysis to find out perceptions of consumers and MANOVA to reveal the differences. The study finds out that there are differences in perceptions of consumers in terms of age and marital status about the effect of prestige, recognition and desirability of private hospitals.