AN EXPLORATORY AND EMPIRICAL STUDY OF PERCEIVED VALUE IN HEALTHCARE: IMPLICATIONS FOR SUSTAINABLE HEALTHCARE MARKETING

Abstract

This research aims to explore the concept of perceived value from patients' perspectives, contributing to a deeper understanding of how perceived value is measured. The study examines transaction value, efficiency value, aesthetic value, social and emotional value, self-gratification value, and conditional value among orthopedic patients in Pakistan. A qualitative approach was initially employed using thematic framework analysis of data gathered through in-depth structured interviews with orthopedic patients. Only those who had undergone minor or major surgical interventions were included in the study. Fifty orthopedic patients were approached using purposive sampling, out of which 32 responded appropriately, resulting in a response rate of 64%. Subsequently, a quantitative study was conducted to further validate and enhance the understanding of the qualitative findings, which also assisted in developing measurement items for the construct. A predictability assessment was performed to examine the relationship between perceived value, patient satisfaction, and patient loyalty.