Masters Thesis

The role of communication in a consumer-driven health care market: an analysis of medical setting uncertainty and health system satisfaction

The ability of a patient to successfully access health care services is a vital component in their overall evaluation of service quality and patient satisfaction. Due to the foreign and complex nature of the health care environment patients often experience medical setting uncertainty, which can impact service evaluations and a patient�s intent to return for future service. Patient satisfaction in a consumer-driven market is discussed as it pertains to a health care firm�s long-term sustainability, and the primary role of communication satisfaction is addressed within the patient-provider dyad and health system. An educational marketing tool was developed and provided to a treatment group in an outpatient medical imaging center to measure degree of medical setting uncertainty and the impact on ratings of health system satisfaction. A control group was also established. Using Uncertainty Reduction Theory, a research question was posed, expecting that the treatment group would report greater degrees of reduced medical setting uncertainty and increased health system satisfaction than the control group. Results are discussed and implications for health care firms are provided.

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