Dimensões do risco percebido no processo decisório de escolha de um plano de saúde privado: um estudo de caso
Resumo
Este estudo procura identificar as dimensões do risco percebido que podem ser decisivas na escolha de um plano de saúde no momento da compra. Realizou-se uma sondagem aplicada a 216 entrevistados por meio de análise fatorial. O conjunto de 28 atributos se agrupou em quatro fatores, que representaram um índice de explicação de 61,08%. Conclui-se que a identificação das dimensões do risco percebido pode ajudar as empresas de saúde a dar prioridade a ações que considerem a percepção dos clientes, no sentido de diminuir a insegurança e o sentimento de perda nas operações dos serviços oferecidos.
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