The influence of perceived value on patient's behavioural intention and intention to recommend

The aim of the thesis is to study the influence of perceived value on patient's behavioural intention and intention to recommend as well as the mediator role of trust, commitment and the satisfaction of the patient in this influence. In order to collect data, Scale of Perceived Value (Moliner, 2006), Public/Private Healthcare Providers Trust Scale (Ozawa, 2010), Patient Commitment Scale (Torres et al., 2009), Patient Satisfaction Scale (Chang et al., 2013), Customer Intention Scale (Wang, 2012), and Word of Mouth Scale developed by Zeithaml et al.(1996) and adapted to health sector by Serenko (2011) were used with a survey form consisting the socio demographic features of the participants. Validity and reliability analyses of the acquired data were performed. Descriptive statistical methods, correlation analysis and regression analysis were used in the analysis of data. So as to determine the influence of trust, commitment and satisfaction on behavioural intention and intention to recommend, which were used as mediator, SPSS PROCESS Macro Regression 4 and 6 Models were utilised in the study. The data were analysed with %95 confidence interval. According to the findings of the study, there is a significant relation between perceived value, patient trust, patient commitment, patient satisfaction, behavioural intention and intention to recommend. Patient trust, patient commitment and patient satisfaction have influence on the behavioural intention of the patient as well as the intention to recommend. While patient commitment and patient satisfaction have a mediator role in the influence of perceived value on behavioural intention and intention to recommend of the patient, patient trust does not have a mediator effect. However, patient trust, patient commitment and patient satisfaction have common mediator role in the influence of perceived value on behavioural intention and intention to recommend of the patient. Perceived value is influential in changing the behavioural intention and intention to recommend of the patient according to the findings of the study. Therefore, healthcare organizations should carry out works that will change the perception of value of the patients. Developing faithful patients to service providers as well as patients' satisfaction with the service, trust to the healthcare organization and to the staff are important in succeeding this. This way, healthcare organizations can have advantages in the competitive environment and maintain their presence in the sector.