Perceived quality factors that discriminate parents of orthodontic patients according to their satisfaction

Abstract

Purpose

Monitoring the perception of quality by parents and the satisfaction with their children’s treatment is crucial in developing high-level health-care services. The purpose of this paper is to identify the perceived quality factors by parents of paediatric orthodontic patients according to the levels of satisfaction.

Design/methodology/approach

A survey with 316 parents of paediatric orthodontic patients of 45 offices in a big Brazilian city was conducted. The questionnaires included statements on the parents’ satisfaction and perception of quality concerning their children’s treatment. The data were analysed using multivariate statistics (exploratory factor analysis, cluster analysis and discriminant analysis).

Findings

Parents were classified into three clusters according to their level of satisfaction. This survey identified 11 quality factors perceived by parents of patients regarding their children’s orthodontic treatment. Among them, five factors discriminated the clusters: orthodontist’s technical skills, administrative organisation, location (accessibility and convenience), treatment duration and dental supplies.

Practical implications

This research identified the perceived quality factors that most impacted parents of orthodontic patients’ satisfaction, contributing to dentists in developing strategies and actions to improve the quality of services in dental offices.

Originality/value

This paper included 11 perceived quality factors in the hypothetical model, identified through literature review and a qualitative phase. Moreover, multivariate statistical analyses confirmed the validity and reliability of the questionnaires, classified respondents in clusters and identified the perceived quality factors that most discriminated them. Therefore, the current investigation presented a more comprehensive and robust analysis than the previous studies on this topic.

Citation

Souki, G.Q., Ávila, J.M.S.d., Moura, L.R.C. and Souki, B.Q. (2022), "Perceived quality factors that discriminate parents of orthodontic patients according to their satisfaction", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 16 No. 2, pp. 297-315. https://doi.org/10.1108/IJPHM-09-2020-0073