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Consumer Buying Decision Process: Sources of Pre- versus Post-Purchase Perceptions of Health Service Organisations

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Abstract:

Management often struggles to determine whether their health organisation's services are satisfying their targeted audience. The purpose of this study is to identify the manageable factors that influence pre- and post-purchase judgments and compare their effects. Pre-purchase judgments consist of overall service considerations, and post-purchase judgments consist of two sets of examinations: overall and single-attribute (waiting time) evaluations. The health services sector was selected as the research setting - and provided the sampling frame – for this study. The MANOVA/MDA results reported that subjects identified one predictor as the sole basis from which they chose their healthcare provider in their pre-purchase judgments of overall dis/satisfaction. However, subjects identified four significant predictors in the post-purchase of overall dis/satisfaction, and nine significant factors in the post-purchase of single-attribute dis/satisfaction. Implications for health service providers are discussed.

Keywords: CONSUMERS; DIS/SATISFACTION; HEALTH ORGANISATIONS; PRE AND POST-PURCHASE JUDGMENTS; WAITING TIME

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539205775181267

Publication date: December 1, 2005

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