American International Journal of Social Science

Post Behavioral Perceptions of the Service Quality in a Service Setting; Private Hospitals in México
Francisco Carlos Soto Ramírez, María de los Dolores Santarriaga Pineda

Abstract
Gaining loyalty is an important goal of service providers, due to the fact that this usually small number of loyal customers provides a disproportionate share of a firm’s sales and profits that repeatedly purchase the hospital services. Research on service quality in healthcare services suggests that not only do we have to take into account service quality to measure behavioral intentions, but also consider the role that perceived risk, the degree of control that customer’s perceived, and the impact of physical environment has in behavioral post- purchase intentions. This paper analyzes the impact of perceived risk, perceived control and physical environment has on the evaluation of quality service and the implications that these variables have on postpurchase intentions. Results from our study suggest that, there is evidence for the Mexican market that perceived control and perceived risk enhances service quality and behavioral intentions; our results provide confirmation that the favorable physical environment of the service setting increases positive perceptions of service quality. This paper concludes with recommendations for hospitals managers.

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