PECULIARITIES OF THE HEALTHCARE SERVICES CONSUMER BEHAVIOR IN ROMANIA

DURALIA Oana, Lucian Blaga University of Sibiu

Abstract:
The study of the behavior of the healthcare consumer has been and will remain a matter of interest as the influence factors that act on it are experiencing a continuous dynamics, especially in the last decades when, thanks to technological development, access to information has become much easier, the consumer being given the opportunity to get acquainted with the new procedures and treatments in the field, with the facilities and services offered by the medical units, which will directly reflect the expectations and implicitly the degree of satisfaction. In Romania, although the field of healthcare and health services has been a priority objective at least in the electoral programs of the ruling parties, the low funding and the inefficient allocation of resources hampered concrete reforms, as confirmed by the last place Romania occupies in the framework of European statistics on the state healthcare service system. Against this backdrop, the present paper aims to analyze the main factors of influence which act on the behavior of the consumer of medical services, which are corroborated with an analysis from secondary data sources regarding the degree of satisfaction of the Romanian healthcare consumer.

Keywords: consumer behavior, medical/healthcare services, healthcare services marketing, factors of influence, satisfaction

JEL Classification: M31, I12

Volume: 70, Issue: 4

Pages: 34 - 45

Publication date: September, 2018

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/70403duralia.pdf

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