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Perceptions of Healthcare Service End Users

The main objective of this study was to compare users’ perception and evaluation of both public and private healthcare services, distinguishing between primary and specialty care, with a cross-cultural approach in two Mediterranean countries: Italy and Spain. Within an exploratory approach and following a descriptive aim, we have conducted a quantitative methodology: after a literature review about health marketing and health management, we have developed a questionnaire and collected end users’ perceptions in both countries. Results highlight different aspects shaping the multidimensional healthcare service, such as the waiting lists, their experienced sensations, word-of-mouth (WOM) relevance and their behavioural intentions in the future Out of the results, implications for scholars interested in the marketing of public services are proposed in terms of the idiosyncrasy of health consumer behaviour: satisfaction with and willingness to recommend a service provider (public or private) according to comparative service provision (primary or specialized care service) and geographical context (Italy and Spain). Implications for health managers highlight the relevance of time management, experiential marketing in health service provision, WOM relevance and behavioural intentions.