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The purpose of this study is to determine the factors affecting patients' private hospital preference as healthcare consumers. The data were obtained by using questionnaire technique from 390 individuals living in Diyarbakır city center by convenience sampling. Descriptive statistics and explatory factor analysis were applied to data. While the results are choosing the private hospital of the participants; it shows that it takes into consideration the service quality, experience and success, cost, reputation, satisfaction, ease of access/transportation factors. There were also significant differences between the preferences of the participants according to their demographic variables. Service quality and reputation according to different age groups; reputation according to different marital status and educational levels; service quality, cost and reputation according to different income groups; service quality and reputation according to different social security groups. There was no significant difference between groups according to gender. According to the results of the research, the participants prefer the private hospital mostly considering the service quality and reputation factors of the hospital. [ABSTRACT FROM AUTHOR]