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Understanding patients’ behavioral intentions: Evidence from Iran’s private hospitals industry

Ehsan Zarei (Department of Public Health, Shahid Beheshti University of Medical Sciences, Tehran, Iran)
Mohammad Arab (Department of Health Economic and Managment, Tehran University of Medical Sciences, Tehran, Iran)
Seyed Mahmoud Ghazi Tabatabaei (Department of Demography, University of Tehran, Tehran, Iran)
Arash Rashidian (Department of Health Management & Economics, Tehran University of Medical Sciences, Tehran, Iran)
Abbas Rahimi forushani (Department of Epidemilogy & Biostatistics, Tehran University of Medical Sciences, Tehran, Iran)
Roghayeh Khabiri (National Institute of Health Research, Tehran University of Medical Sciences, Tehran, Iran)

Journal of Health Organization and Management

ISSN: 1477-7266

Article publication date: 11 November 2014

Abstract

Purpose

In the ever-increasing competitive market of private hospital industry, creating a strong relationship with the customers that shapes patients’ loyalty has been considered a key factor in obtaining market share. The purpose of this paper is to test a model of customer loyalty among patients of private hospitals in Iran.

Design/methodology/approach

This cross-sectional study was carried out in Tehran, the capital of the Islamic Republic of Iran in 2010. The study samples composed of 969 patients who were consecutively selected from eight private hospitals. The survey instrument was designed based on a review of the related literature and included 36 items. Data analysis was performed using structural equation modeling.

Findings

For the service quality construct, three dimensions extracted: Process, interaction, and environment. Both process and interaction quality had significant effects on perceived value. Perceived value along with the process and interaction quality were the most important antecedents of patient overall satisfaction. The direct effect of the process and interaction quality on behavioral intentions was insignificant. Perceived value and patient overall satisfaction were the direct antecedents of patient behavioral intentions and the mediators between service quality and behavioral intentions. Environment quality of service delivery had no significant effect on perceived value, overall satisfaction, and behavioral intentions.

Originality/value

Contrary to previous similar studies, the role of service quality was investigated not in a general sense, but in the form of three types of qualities including quality of environment, quality of process, and quality of interaction.

Keywords

Acknowledgements

This study was part of a PhD thesis supported by Tehran University of Medical Sciences (grant No: 10477). The authors thank the individuals and organizations who participated in our research, specially managers, and other personnel of Atyieh, Kasra, Khatam, Madaen, Pastour, Mehr, Jam and Bahman Hospitals.

Citation

Zarei, E., Arab, M., Mahmoud Ghazi Tabatabaei, S., Rashidian, A., Rahimi forushani, A. and Khabiri, R. (2014), "Understanding patients’ behavioral intentions: Evidence from Iran’s private hospitals industry ", Journal of Health Organization and Management, Vol. 28 No. 6, pp. 795-810. https://doi.org/10.1108/JHOM-11-2012-0218

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited