Abstract
This research is intended to explore the factors influencing consumer choice of private dental care providers in Saudi Arabia. The current research is descriptive analytical. A purposive sampling technique was employed to recruit 220 consumers who visited a private dental care provider. This research showed that factors influencing consumers' choice (information sources, dentist attributes, dental practice attributes, and demographics) had a positive effect on consumers' choices of the private dental providers on the one hand. On the other hand, the demographic factor had no effect on brand. The paper contributes to previous research by adding to existing knowledge regarding the factors influencing consumer choice of private dental care provider in Saudi Arabia. The paper makes key recommendations towards studying the factors influencing the consumers' choice.
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