The relationship between perceived quality and purchase intention in healthcare services

Health services are a crucial sector that directly affects the quality of life in societies. In recent years, especially after the COVID-19 pandemic, the demand for healthcare services has increased, and the concept of perceived quality has become an important factor in patients' choices of healthcare services. This study aims to examine the effect of perceived service quality on purchase intention in hospitals in the Edremit Gulf region. The research analyzes the relationship between the five dimensions of perceived service quality (physical evidence, reliability, responsiveness, assurance, empathy) and purchase intention. Additionally, the study investigates whether participants' demographic characteristics have an impact on quality perception and purchase intention. A literature review was conducted, scales appropriate to the variables were adapted, and the study was carried out on a sample of 426 individuals selected by convenience sampling. Data were collected through surveys and analyzed using SPSS 25.0 and AMOS 21.0 software. Descriptive statistics were performed on the sample, and after exploratory and confirmatory factor analyses, it was determined that the dimensions of perceived quality and purchase intention variables were reliable and valid. The multiple regression analysis revealed that the physical elements, reliability, sensitivity and empathy dimensions of perceived service quality do not have a significant effect on purchase intention, and only the assurance dimension of perceived service quality has a statistically significant effect on purchase intention. Additionally, it was found that participants' demographic characteristics led to differences in quality perception, but did not cause significant changes in purchase intention. As a result, it was understood that in healthcare services, especially in regions like the Edremit Gulf with limited alternatives, perceived quality alone is not a decisive factor for purchase intention. Based on the findings, various recommendations were provided for researchers and healthcare providers, and the study was concluded.