EXAMINING THE PURCHASING BEHAVIOUR OF SPECIFIC MEDICAL SERVICES WITHIN A PRIVATE PHYSIOTHERAPY CLINIC

Abstract

The modern man is increasingly concerned about his health, allocating time and money for this purpose. An important aspect for a potential client-patient is the choice of a medical center that meets their needs, which in a marketing approach represents the identification of a medical services offer suitable for their own desires. The satisfaction level of a client-patient is correlated with the extent to which the purchased medical service contributes to reducing the intensity of their ailments or resolving them. The objective pursued within the research presented in this article is to understand the behaviour of purchasing medical services. The research results highlight the most important aspects in shaping the decision-making of client-patients within a private medical center in Constanța. These findings can be used by the center's management as proposals for organizing future activities with the aim of increasing customer satisfaction.

Keywords

• buying behaviour
• medical services
• marketing research