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Understanding health consumer value: service marketing perspective

Shahidul Islam (Department of Marketing, Comilla University, Comilla, Bangladesh)

South Asian Journal of Business Studies

ISSN: 2398-628X

Article publication date: 5 March 2018




The purpose of this paper is to clarify and explain patient-centered health choices, facilitating health-care providers’ service orientation.


Extensive literature review has been done to extract seven constructs (five dimensions of SERVQUAL, perceived service cost (PSC), and reference) and their underlying 28 items to be quantified. A survey of 201 health consumers was conducted to rate those variables and their constructs. Descriptive statistics and structural equation modeling are utilized to delineate and explicate factors.


The confirmatory factor analysis demonstrated that responsiveness has the highest predictive power in explaining hospital choice intention. However, PSC, the only construct, is not statistically significant. The models are considered to have satisfactory reliability, validity, and acceptable fit.

Research limitations/implications

Since the study was administered in Comilla city, the generalizations should be exploited carefully. Future studies can be carried out on the behavioral patterns of patients and attitudes of health-care providers with respect to the discussed factors and variables.

Practical implications

The result highlights patients’ service expectations that can be carefully and creatively applied in the service marketing program, improving doctors’ and nurses’ service orientation, developing physical evidence, and managing references to communicate service value to patients.


What health consumers emphasize and how they incorporate service quality dimensions into hospital choice intention has stayed almost unexplored in the existing literature in Bangladesh. This study provides valuable insights into the meaning of patients’ choices, which will help practitioners and researchers to formulate marketing strategies that improve health-care outcomes and are acceptable to patients.



The author acknowledges Dr Syed Saad Andaleeb, Professor, School of Business, Pennsylvania State University at Erie, USA, for pioneered works on healthcare services in Bangladesh. The valuable research works encouraged and guided this present study a lot. The assistance and contributions of other individuals associated with Comilla University are also acknowledged.


Islam, S. (2018), "Understanding health consumer value: service marketing perspective", South Asian Journal of Business Studies, Vol. 7 No. 1, pp. 2-21.



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