Abstract
To investigate preferences, attitudes, and behaviors of consumers in health care services. The study was conducted in the Turkish health care context. A total of 810 people who reside in the urban and rural residential areas of Ankara were surveyed. The study results suggest that consumer attitudes toward health care services differ by the demographic and socio-cultural characteristics of consumers. Several managerial recommendations pertinent to the analysis of consumer behavior and the development of long-term relationships with consumers were made. Also, future research suggestions were provided.
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