Abstract
Purpose: This study explores consumers’ perceptions of the Affordable Care Act and its role in facilitating health insurance coverage for all Americans. Moreover, this research also examines how Hispanic consumers along the southern border of the United States and Mexico cope with healthcare related challenges. Design/Methodology: Narrative and observation research methods are employed to understand customers’ experiences and emotions regarding healthcare issues. We first read the excerpts to develop an initial understanding of the participants’ experience about healthcare. Then narrative analysis was conducted to further deconstruct participants’ stories. Findings: Results show that although some Hispanic consumers in the United States hold negative views toward the ACA, they perceive the AHCA as a less favorable alternative. Additionally, the study reveals idiosyncratic coping mechanisms of uninsured Hispanic consumers along the Mexican border. Originality: The study explores new servicescape elements that enhance the services marketing literature related to healthcare.
Highlights
This study explores consumers’ perceptions of the Affordable Care Act and its role in facilitating health insurance coverage for all Americans
The American healthcare system has often been a target of criticism, since it has not upheld the American belief that “healthcare is a right, not a privilege” [1]
We based participants’ behavior traits on the provided statements, we extracted each trait by making use of logical interpretations, which will serve as support for recommendations provided later in the manuscript
Summary
The American healthcare system has often been a target of criticism, since it has not upheld the American belief that “healthcare is a right, not a privilege” [1]. The Obama administration introduced and enforced the Affordable Care Act (ACA) [2] [3], with the objective of providing access to affordable and high-quality health insurance to every citizen as well as reducing healthcare expenditure by the US government [4]. Each state implements the Act by establishing health insurance exchanges, offering insurance coverage to the uninsured and small businesses [4] [5]. Citizens regard the policy as unfair since it provides free healthcare for poor individuals by taxing the upper class [9]. Consumers are not the only stakeholders that the policy impacts, physicians and healthcare providers have experienced financial and bureaucratic pressures due to the implementation of the ACA [10]
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