- Title
- Factors influencing consumer decision-making process in the private health institutions
- Creator
- Akponah, Voke Blessing
- Subject
- Consumer behavior Decision making
- Subject
- Public-private sector cooperation
- Date Issued
- 2015
- Date
- 2015
- Type
- Thesis
- Type
- Masters
- Type
- MCom
- Identifier
- http://hdl.handle.net/10948/50033
- Identifier
- vital:41993
- Description
- The development that has taken place in the health care sector includes all factors that have brought changes in the consumer decision-making process regarding the private health institutions. In Nigeria, the development is evident in the delivery of the health care services. This indicates that the private health institutions deliver quality health care service by using efficient and quality medical equipment. However, there is a growing awareness among clients to perform an extensive search before the purchase of health care service and the increased expectation from health care quality by clients and their family. The change in consumer behaviour has caused a shift in the consumer decision-making process due to the availability of several sources of information and various health institutions they can choose from. The purpose of this study is to investigate the factors that influence the consumer decision-making process that can enhance customer satisfaction and reduce cognitive dissonance. In this study the behaviour of consumers is related to how they make decisions along several stages before they make a purchase and in a health care setting the decision-making process refers to the process that clients pass through in making choices on alternative health institutions. The quantitative research method was adopted in this study in describing, analysing and interpreting data. A structured questionnaire was employed to collect primary data from 450 respondents in Lagos state, Nigeria. The primary data was statistically analysed using five stages, namely, exploratory factor analysis, Cronbach‟s alpha reliability testing, descriptive statistics, multiple regression analysis, and Pearson correlation analysis. The empirical results of this study indicates that service encounter experience, personal income and support sources are significantly related to the decision-making process. The decision-making process also has significant positive relationship with both customer satisfaction and cognitive dissonance. This indicates that influential factors that have been identified through the empirical results enlighten researchers and the private health institutions on issues that influence the clients‟ decisions to utilise private health institutions. The well-being and satisfaction of clients will be enhanced if the private health institutions can craft effective strategies that will enable clients to gain easy access and utilise health care services. This study emphasised that access to and utilisation of health care services in the private health institutions can be granted to clients through personal income and support sources from family members and private health institutions. Futhermore, health insurance coverage is an effective way that will help clients overcome the financial constraints and restricted access to and utilisation of private health institutions. The study further reveals that the well-being and satisfaction of clients will be enhanced if private health institutions improve access to quality health care. Failure to improve the overall quality and performances of the health care services in the private health institutions can lead to clients‟ cognitive dissonance. Both private and public health institutions should play a major role in providing the necessary facilities that can assist the clients in their decision-making process regarding their health care needs. This will enable the health care institutions‟ staff to understand what clients value and need and, therefore, how well to satisfy them and reduce cognitive dissonance. Easy access and utilisation of the private health institutions as well as satisfaction in quality health care delivery will create better health outcomes for the workforce and citizens of a country and this will improve economic development.
- Format
- xviii, 327 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Voke Blessing Akponah.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |