Consumer Choices and Satisfaction in Health Care Industry : A Study Based on Multispecialty Hospitals in North India

Abstract

The present study examines the factors affecting hospital choice decisions and satisfaction of patients, in the context of tertiary-level health care services at multispecialty hospitals in India, an emerging economy. It examines if these factors have a statistically significant difference with respect to presence or absence of health insurance, and also among various categories of respondent demographics. It analyzes the repurchase and recommendation decisions of health care consumers and categorizes the decision-makers involved in selection of hospitals. It also proposes a framework of consumer choices and satisfaction in health care industry. It is based on a survey of patients in multispecialty hospitals, located in north India, particularly those suffering from tertiary-level health diseases. Primary data collected with the help of a structured questionnaire from 883 patients, suffering specifically from eight types of tertiary-level health diseases, has been analyzed with the help of SPSS® 16.0. Various demographic variables have been considered to understand the diverse behavior of health care consumers. Statistical tools like exploratory factor analysis, one-way ANOVA, two-tailed t-test and linear discriminant analysis have been employed to test hypotheses.

Ten factors in descending order of consideration affecting consumer choices of health care facilities have been identified. Statistically significant differences (p<.05) have been found among various respondents’ demographics categories with respect to factors affecting consumer choices of health care facilities. Eight factors, in descending order of consideration, affecting consumer satisfaction from health care facilities have been identified. Statistically significant differences (p<.05) have been found between presence or absence of health insurance and also among various categories of respondent demographics with respect to factors affecting consumer satisfaction from health care facilities. The discriminant equations based on unstandardized coefficients of identified factors have been developed. Five categories of individuals taking decisions for selection of hospitals have been found. A framework of consumer choices and satisfaction in health care industry has been proposed.