Kurumsal tüketicilerin sağlık hizmeti satın alma davranışları: GOSB örneği
Abstract
Günümüzde sağlık hizmetleri, tüketilebilen, satın alınabilen, alışveriş yapar gibi seçenekler arasında karşılaştırma yapılabilen bir sektör haline gelmiştir. Özel sağlık hizmeti sunucuları, sağlık hizmeti sunumunda ciddi rol oynamaktadır. Sağlık hizmetlerinde piyasalaşmanın etkisiyle birlikte, sektörde bir rekabet ortamı da meydana gelmiştir. Günümüzde, adeta holdingleşen zincir sağlık kuruluşları yaygınlaşmıştır. Mevcut pastadan en büyük payı almak isteyen sağlık hizmeti sunucuları, karlılıklarını arttırabilmek için bireysel tüketicilerin yanı sıra kurumsal tüketicilerle de çeşitli çalışmalar yapmayı amaçlamaktadırlar. Bu doğrultuda, sağlık hizmetlerine ihtiyaç duyan sanayi kuruluşları, hastaneler için önemli birer tüketici haline gelmektedirler. İstanbul ve çevresinde yer alan Organize Sanayi Bölgeleri, yoğun olarak sağlık hizmetini ihtiyaç duymaktadır. Bu bölgelerde yüzlerce şirket faaliyet göstermekte, on binlerce personel çalışmaktadır. İstanbul'un doğu sınırında Kocaeli'nin Gebze ilçesinde yer alan Gebze Organize Sanayi Bölgesi (GOSB) gerek kurumsal şirketlere ev sahipliği yapması gerek sağlık hizmetlerine ihtiyaç duyan yapısından dolayı, hastaneler tarafından hedef kitle olarak görülmektedir. Hatta 2017 yılında, bölge içinde özel bir tıp merkezi hizmet vermeye başlamıştır. Araştırmada, bu bölgede yer alan şirketlerin, hastaneler ile anlaşma/işbirliği yapmaya ne kadar önem verdikleri ve hastanelerin hangi özelliklerine önem verdikleri tespit edilmeye çalışılmıştır. Ayrıca, kurumların tanımlayıcı bilgilerinin, verilen önem dereceleri üzerinde etkisi olup olmadığı araştırılmıştır. Araştırmaya 115 şirket katılmıştır. Verilerin toplanmasında yüz yüze anket yöntemi kullanılmıştır. Veri analizi aşamasında T-Testi, Anova Testi, Mann Whitney U ve Kruskal Wallis Analizi uygulanmıştır. Araştırma kapsamında, kurumların ve kişilerin tanımlayıcı özelliklerindeki farklılığın, hastaneler ile anlaşma yapılmasına verilen önem üzerinde bir etkisi olmadığı tespit edilmiştir. Yalnızca, beklenen bir çıktı olarak, anlaşmalı olunan hastane sayısı arttıkça, anlaşmalı hastane varlığına verilen önemin arttığı gözlemlenmiştir. Buna ek olarak, tanımlayıcı özelliklerin değişmesinin, hastane anlaşmalarında dikkat edilen öncelikleri değiştirmediği, beklentilerin yaygın olarak aynı olduğu tespit edilmiştir.
In the recent years, health care services became a sector which is consumable, purchasable, comparable among alternatives like shopping. Private health care providers play a significant role in the delivery of whole health care services. A new competitive environment also emerged in the industry, as a result of the marketable in the health care sector. Consequently, conglomerated chain health care institutions had become widespread. Healthcare services providers who aspire to take the highest share from the whole market, aim to do a variety of business with clients as well as consumers for their profit growth. Thereby, industrial enterprises that need health services became a significant client for hospitals. Organized industrial zones located in Istanbul and its surrounding areas need intensive health care services. Hundreds of companies are operating and tens of thousands of employees are working in these zones. Gebze Organized Industrial Zone (GOSB), which is located next to the eastern border of İstanbul and in Gebze district of Kocaeli, is viewed as the target market by the hospitals; because it hosts corporate companies and its structure needs health services. Even, a private medical center began to operate in 2017 inside of the zone. The study aims to investigate the extent that the companies located in this zone attach importance to making agreements and cooperation with the hospitals, and further, which features of the hospitals are essential in this process. In addition, the research was conducted on whether the descriptive information of the companies influences the level of importance given or not. 115 companies had participated in the study. Face to face survey method had been used to collect the data. T-Test, Anova Test, Mann Whitney U, and Kruskal Wallis analysis were applied in the data analysis phase. Within the scope of this research, it has been determined that alteration in descriptive information of the companies and decision-makers have no influence on the importance level attached to the hospital agreements. Only as an expected outcome, when there is a growth in the number of the hospitals that concluded agreements, a significant increase is observed in the given importance to the hospital agreements. In addition, the study shows that alteration of descriptive features does not change the priorities in hospital agreements, and further, companies' expectations are usually the same as the hospitals.
In the recent years, health care services became a sector which is consumable, purchasable, comparable among alternatives like shopping. Private health care providers play a significant role in the delivery of whole health care services. A new competitive environment also emerged in the industry, as a result of the marketable in the health care sector. Consequently, conglomerated chain health care institutions had become widespread. Healthcare services providers who aspire to take the highest share from the whole market, aim to do a variety of business with clients as well as consumers for their profit growth. Thereby, industrial enterprises that need health services became a significant client for hospitals. Organized industrial zones located in Istanbul and its surrounding areas need intensive health care services. Hundreds of companies are operating and tens of thousands of employees are working in these zones. Gebze Organized Industrial Zone (GOSB), which is located next to the eastern border of İstanbul and in Gebze district of Kocaeli, is viewed as the target market by the hospitals; because it hosts corporate companies and its structure needs health services. Even, a private medical center began to operate in 2017 inside of the zone. The study aims to investigate the extent that the companies located in this zone attach importance to making agreements and cooperation with the hospitals, and further, which features of the hospitals are essential in this process. In addition, the research was conducted on whether the descriptive information of the companies influences the level of importance given or not. 115 companies had participated in the study. Face to face survey method had been used to collect the data. T-Test, Anova Test, Mann Whitney U, and Kruskal Wallis analysis were applied in the data analysis phase. Within the scope of this research, it has been determined that alteration in descriptive information of the companies and decision-makers have no influence on the importance level attached to the hospital agreements. Only as an expected outcome, when there is a growth in the number of the hospitals that concluded agreements, a significant increase is observed in the given importance to the hospital agreements. In addition, the study shows that alteration of descriptive features does not change the priorities in hospital agreements, and further, companies' expectations are usually the same as the hospitals.
Description
Keywords
Sağlık Kurumları Yönetimi, İşletme, Hastaneler, Kocaeli-Gebze, Health Care Management, Kurumsal faktörler, Business Administration, Kurumsal sektör, Hospitals, Kocaeli-Gebze, Organize endüstri bölgesi, Institutional factors, Corporate sector, Pazarlama, Organized industrial area, Sağlık hizmetleri, Marketing, Health services, Tüketiciler, Consumers