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Consecuencias del cinismo del consumidor en servicios de salud privados en México
Consequences of Consumer Cynicism in Private Healthcare Services in Mexico
Consequências do cinismo do consumidor em serviços privados de saúde no México
DOI:
https://doi.org/10.15446/innovar.v35n95.100912Palabras clave:
cinismo de consumidores, escepticismo del consumidor, intención de compra, marketing de servicios, servicios privados de salud (es)Consumers’ cynicism, consumer skepticism, purchase intention, service marketing, private healthcare services (en)
cinismo dos consumidores, ceticismo do consumidor, intenção de compra, marketing de serviços, serviços privados de saúde (pt)
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El descontento de los consumidores en la prestación de servicios de salud puede generar emociones negativas como el cinismo y el escepticismo hacia la organización, lo cual puede derivar en consecuencias perjudiciales. Esta investigación evaluó los efectos del cinismo y el escepticismo del consumidor de servicios de salud, así como sus efectos en la falta de compromiso, la intención de castigar a la organización proveedora del servicio de salud y la intención de recompra. Se desarrolló una investigación cuantitativa, explicativa y transversal a 254 usuarios con edad entre 20 y 40 años, consumidores de servicios de salud privada en México. Para el análisis se utilizó la técnica PLS-SEM. Los resultados mostraron efectos directos significativos del cinismo hacia el escepticismo del consumidor y de la responsabilidad social de estas organizaciones. Además, se encontró que la falta de compromiso del consumidor incrementa la intención de castigar a la institución, pero no afecta la intención de volver a utilizar los servicios privados de salud.
Consumer dissatisfaction with healthcare services can lead to negative emotions such as cynicism and skepticism towards an organization, which can result in detrimental consequences. This research assessed the effects of consumer cynicism and skepticism in healthcare services, as well as their impact on commitment, the intention to punish the healthcare provider, and the intention to repurchase. A quantitative, explanatory, and cross-sectional study was conducted with 254 users aged 20 to 40 years, who are consumers of private healthcare services in Mexico. The analysis employed the pls-sem technique. Our results exposed significant direct effects of cynicism on consumer skepticism and the perceived social responsibility of organizations within the studied sector. Additionally, it was found that consumer commitment decreases the intention to punish the institution but does not affect the intention to continue using private healthcare services.
O descontentamento dos consumidores com a prestação de serviços de saúde pode gerar emoções negativas como o cinismo e o ceticismo com relação à organização, o que pode resultar em consequências prejudiciais. Esta pesquisa avaliou os efeitos do cinismo e do ceticismo do consumidor de serviços de saúde, bem como seus efeitos na falta de compromisso, a intenção de castigar a organização fornecedora do serviços de saúde e a intenção de recompra. Foi desenvolvida uma pesquisa quantitativa, explicativa e transversal com 254 usuários de 20 a 40 anos, consumidores de serviços privados de saúde no México. Para a análise, utilizou-se a técnica pls-sem. Os resultados mostraram efeitos diretos significativos do cinismo com relação ao ceticismo do consumidor e à responsabilidade social dessas organizações. Além disso, descobriu-se que a falta de compromisso do consumidor aumenta a intenção de castigar a instituição, mas não afeta a intenção de utilizar novamente os serviços privados de saúde.
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