RESEARCH ARTICLE


Predicting the Potential Patients' Intention to Select Healthcare Service Providers: Application of Structural Equation Modeling Based on the Theory of Planned Behavior



Peivand Bastani1, 2, Mahnaz Javanbakht1, 3, Ramin Ravangard1, 2, *
1 Department of Health Services Management, School of Management and Medical Information Sciences, Shiraz University of Medical Sciences, Shiraz, Iran.
2 Health Human Resources Research Center, School of Management and Medical Information Sciences, Shiraz University of Medical Sciences, Shiraz, Iran.
3 Student Research Committee, Shiraz University of Medical Sciences, Shiraz, Iran.


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Creative Commons License
© 2019 Bastani et al.

open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: (https://creativecommons.org/licenses/by/4.0/legalcode). This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

* Address correspondence to this author at the Health Human Resources Research Center, School of Management and Medical Information Sciences, Shiraz University of Medical Sciences, Shiraz, Iran., Tel: +98-7132340774
Email: ra_ravangard@yahoo.com


Abstract

Background:

Today, patients are more sensitive in selecting healthcare services than the past, and are more engaged in their healthcare process. Also, the characteristics of each health service provider are likely to affect the patients' behavior or intention to behave in selecting service providers.

Objective:

To predict the intention of employees working at Shiraz University of Medical Sciences (SUMS), as potential patients, to select health service providers.

Methods:

This cross-sectional applied study was carried out among 330 employees of various SUMS' sub-centers in 2016 using structural equation modeling (SEM). A standard questionnaire designed based on the theory of planned behavior (TPB) was used for collecting the required data. The collected data were analyzed by Warp-PLS 5.0 software.

Results:

The results of the model fitness in the public, private and charity sectors showed that these models were well fitted and the greatest associations were between the attitude towards the behavior and intention, the perceived behavioral control and intention, and also between the perceived behavioral control and intention in the studied sectors.

Conclusion:

It seems that the positive attitude of the employees leads to their increased intention of selecting the public sector. In this regard, the University was recommended to take action to build trust among its employees and to create an atmosphere of empathy and respect in order to facilitate employees' use of services.

Keywords: Theory of planned behavior, Health service providers, Patients’ intention, Public sector, Private sector, Charity sector.