Understanding health care service quality in developing Latin America

Abstract

Researchers have overlooked how poor consumers judge service quality in health care settings in Latin America. This research addresses this void by exploring how vulnerable consumers evaluate quality in a public hospital. The results show that vulnerable consumers evaluate hospitals on service delivery process, physician–patient relationship, and medical service reliability. Vulnerable consumers judge health care quality foremost on a provider’s ability to provide them with fairness. The results also show that vulnerable consumers view the quality of their relationship with a physician just as important as reliability. Hospitals that serve vulnerable patients should strive to emphasize fairness and empathy.

Keywords:

• Bottom of the pyramid
• health care marketing
• Latin American consumers
• transformative service research
• vulnerable consumers