PERCEIVED VALUE AS A DETERMINANT OF BEHAVIOURAL INTENTION: EVIDENCE FROM PRIVATE HEALTHCARE SETTINGS

The healthcare sector in India has experienced rapid growth in recent decades, primarily driven by the imperative goal of providing care and meeting the diverse needs of patients. Delivering high service value at reasonable costs stands as a crucial determinant for the advancement and progress of healthcare establishments. This research endeavours’ to examine the influence of patients' perceived value on the behavioural intentions within selected private hospitals in the Union Territory of Jammu and Kashmir. To gather relevant data, a sample of 450 respondents, comprising both inpatients and outpatients, was collected from ten private hospitals using a systematic sampling technique and a structured questionnaire. The data was then subjected to analysis through structural equation modelling using Smart PLS. These results contribute valuable insights into the dynamics of patient perceptions and their consequential impact on the behavioural intentions within the context of private healthcare facilities. Keywords: Perceived Value, Customer Value, Behavioural Intention, Service Quality, Non-Monetary Cost, Monetary Cost, Private Hospitals