A study on patient perceived value in cardiology private health care services: a marketing perspective

Improving service interaction and patient satisfaction requires understanding how they perceive the value of health care services. Using Weinstein's adapted Perceived Value framework, this study investigated how patients' socio-demographic factors affect their perceived value of cardiology private health care services. The perceived value variable was computed as the difference between the sum of perceived service quality, perceived service outcome, and organizational image, and the non-monetary costs. The sample comprised 210 cardiology patients, and data were collected via a self-administered questionnaire. The Mann-Whitney and Kruskal-Wallis statistical tests were used to identify socio-demographic differences, and Spearman correlations were used to assess associations. Findings revealed that social responsibility and non-monetary costs were evaluated lower than empathy, perceived service quality, and safety. Gender and education level showed statistically significant differences in the variables: performance, empathy, and non-monetary costs, respectively. The study also provides useful marketing strategies for enhancing patient-perceived value based on their socio-demographic characteristics.