Consumer Buying Decision Process: Sources of Pre- versus Post-Purchase Perceptions of Health Service Organisations
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
Publication date: 01 December 2005
- From 2022, the home of readable radical research. Focussing on the fields of marketing, branding and customer/consumer behaviour, jcb publishes poems, short stories, opinion pieces and articles with attitude.
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