Patient satisfaction: a matter of choice

Douglas Amyx (Assistant Professor of Marketing, Department of Management and Marketing, Louisiana Tech University, Rushton, Louisiana, USA.)
John C. Mowen (Miller Professor of Business Administration, College of Business Administration, Oklahoma State University, Stillwater, Oklahoma, USA.)
Robert Hamm (Associate Professor and Director of the Clinical Decision Making Program, Department of Family and Preventive Medicine, University of Oklahoma Health Sciences Center, Oklahoma, USA.)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 December 2000


An experiment was conducted to examine the relationship between patient satisfaction and patients’ freedom to choose a physician and the outcome of a health service encounter. Each construct with corresponding measurements is discussed and their relationship with satisfaction is reviewed. Hypotheses were developed and tested for each relationship using pencil and paper scenarios of a patient’s service encounter at a health clinic. The study yielded four major findings. First, patients who experienced a good health outcome were significantly more satisfied than patients who received a bad health outcome. Second, patient satisfaction ratings differed significantly only in the bad outcome condition, suggesting an outcome bias. Third, patients who were given the freedom to select a physician but did not receive their chosen physician were least satisfied. Fourth, there was no difference in satisfaction between patients who had a choice of physician and those who did not.



Amyx, D., Mowen, J. and Hamm, R. (2000), "Patient satisfaction: a matter of choice", Journal of Services Marketing, Vol. 14 No. 7, pp. 557-572.

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Copyright © 2000, MCB UP Limited

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