Abstract
Empirical studies related to interrelationships between variables perceived value, customer satisfaction and behavioral intention conducted in the Maldives context and in the medical care industry is very rare. A quantitative cross-sectional study conducted in natural settings using a survey questionnaire to assess the interrelationships between above mentioned variables by utilizing a conceptual model created from three interrelationship models obtained from previous research. Data collected from willing participants across the 19 atolls resulting in a total of 385 responses obtained after data cleaning. A stratified proportionate random sampling method used. SPSS 25.00 and AMOS 23.00 used as analysis tools. The Sobel test applied to analyze the mediating effect of customer satisfaction on the relationship between perceived value and behavioral intention which confirmed a positive and significant relationship between perceived value, customer satisfaction and behavioral intention. Study rejected the hypothesis which test the mediation of customer satisfaction on the relationship between perceived value and behavioral intention. This study is first of its kind to generalize findings on Maldivian’s medical seeking behavior, and results helps policymakers, medical practitioners, medical institutions, and respective administrations to provide better customer perceived value towards providing higher customer satisfaction, which in effect improve customer behavioral intention towards medical care service providers.
Highlights
The study is conducted in the Maldives which comprise of 20 administrative atolls with over 188 uninhabited islands with a total population of 557426 (National Bureau of Statistics - Maldives, 2020) and the annual population growth at 1.65 (National Bureau of Statistics - Maldives, 2019)
This research refers to a conceptual model that considered perceived value and customer satisfaction as antecedents to behavioral intention
The findings suggest that perceived value contributes positively and significantly to customer satisfaction as well as to behavioral intention
Summary
The study is conducted in the Maldives which comprise of 20 administrative atolls with over 188 uninhabited islands with a total population of 557426 (National Bureau of Statistics - Maldives, 2020) and the annual population growth at 1.65 (National Bureau of Statistics - Maldives, 2019). The accessibility of people in many islands to medical facilities throughout the Maldives is challenging due to the geographical nature of the country and the transportation by sea can be impacted by unfavorable weather conditions. In addition to these natural causes, the drug abuse situation among the youth, the changing contemporary lifestyle which leads to leading causes of death in the Maldives which include cardiovascular diseases, chronic respiratory diseases, accidents and injuries, diabetes and cancer influence the general well-being of the community which has a huge youth population. Never-the-less, there is a rising burden on medical services induced by the ongoing internal migration from other islands to the capital Male’ City which forced the need to improve the medical care system to meet the growing demands and challenges of social determinants for medical care
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