Vartotojų elgsenos renkantis odontologų paslaugas teikiančią įstaigą tyrimas Vakarų Lietuvoje

LTStraipsnyje analizuojami teoriniai vartotojų elgseną paslaugų sektoriuje lemiantys veiksniai. Šiandienos visuomenėje ypač svarbus yra vartotojo individualumas bei įmonės gebėjimas prisitaikyti prie besikeičiančių kiekvieno kliento poreikių. Teorinė analizė atskleidė, kad medicininių įstaigų veiklos kokybės įvertinimas yra pacientų pasitenkinimas suteiktomis paslaugomis. Remiantis atlikto tyrimo rezultatais išskiriami ir apibendrinami aplinkos veiksniai, kurie turi tendenciją vyrauti daugelio pacientų elgsenoje bei sprendimo priėmimo situacijose, renkantis odontologinių medicininių paslaugų teikėją Vakarų Lietuvoje. Privačių klinikų pasirinkimą lemia paslaugų pasiūla ir prieinamumas, fizinė aplinka, įstaigos veiklos vertinimas bei vidinės nuostatos. Viešas klinikas renkasi mažesnes pajamas gaunantys respondentai.

ENConsumer behaviour affects the four main factors, such as: psychological, social, purchase considerations, and marketing factors. In today’s global marketplace, service / product added intangible value has a significant impact on the final customer solution. Traditionally, the value to the consumer is perceived through received product/service price and quality. However, these days the value to the consumer has a much broader meaning: value is no longer limited to just price and quality, but also includes other aspects. In the medical field, as well as in other product / services sectors, the same basic factors influence consumer behaviour. The literature identifies the key “10 P” criteria (product, place, price, physical environment, personnel, process, package, performance, position, promotion) that affect a customer (in this case a patient), which also determine the biased consumer evaluation of services. Moreover, the field of medicine is exceptional insofar as patients are often psychologically vulnerable. In other words, psychological factors for consumer behaviour are even more important than in any other field. For instance, previous personal experience can be decisive when evaluating services and quality of medical professionalism. The survey sought to identify what factors (creation of institutional environment, technologies used for services, price of services) influence most when making choices among dental services. In order to assess how environmental factors affect the patients’ behaviour the authors carried out a pilot survey in Klaipėda. The respondents were given a structured questionnaire, later, with each of them, were conducted semistructured interviews. It is observed from the survey results, that most patients are interested in cost of services, location of a clinic, personnel classification, equipment used in a clinic, as well as the period of time in waiting for services.In Lithuania, consumers pointed out as the most important factors: quality of dental services, materials used and equipment. It obvious that when choosing a provider of dental services, people with lower income prefer public clinics. Yet consumers with higher income are looking for better quality services, therefore they are likely to choose private dental clinics. The results show that patients in Lithuania indicate medical service supply and availability as the most important factors – and they determine the choice of public clinics. On the other hand, when selecting a private clinic, patients evaluate such factors as physical environment, assessment of a clinic and its internal provisions. To summarise, public clinics could become more competitive only if they convinced consumers about their capability to provide quality services, to use modern technologies and medical equipment.