Resumen

EBERLE, LUCIENE; SPERANDIO MILAN, GABRIEL  y  DE TONI, DEONIR. PERCEIVED RISK DIMENSIONS IN THE DECISION MAKING PROCESS OF CHOOSING A PRIVATE HEALTH PLAN: A CASE STUDY. Rev.fac.cienc.econ. [online]. 2014, vol.22, n.1, pp.49-61. ISSN 0121-6805.

This study seeks to identify perceived risk dimensions that may be decisive for choosing a health plan when purchasing. A survey was applied to 216 respondents through factor analysis, the group of 28 attributes was condensed into 4 factors, which represented a rate of explanation of 61.08%. It was concluded that perceived risk dimensions identification can help healthcare companies to prioritize actions, considering customers perception, in terms of decreasing the uncertainty and loss perception in the services offered.

Palabras clave : Perceived Risk; Decision making process; Perceived value; Health Plan.

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