Satisfacción del asegurado y justicia percibida del precio en seguros/medicina prepagada : un análisis multivariable.

Abstract

This research focuses on analyzing the factors that influence policyholder satisfaction and how they perceive the price paid in the insurance and prepaid medicine sector in Ecuador. In a context where premiums increase frequently, information is not always clear, there are delays in procedures, and access to health services is difficult, it is important to evaluate how all these situations affect the user experience. To analyze how satisfaction, service quality, perception of fairness in pricing, switching costs, transparency in reporting, and perceived value are related, a quantitative approach was used, where the variables were analyzed without modification and a single period was evaluated. A multivariate model was used to understand how these factors influence policyholders' decisions about whether to recommend their plan or switch to another provider. The research is based on the SERVQUAL model to measure service quality, the price fairness approach, and the NPS to measure recommendation intent. It also considers that satisfaction is related to perceived value, explaining that satisfaction depends on how users compare what they are receiving with what they are paying. The results will help to better understand how users behave in the private healthcare sector. In addition, they will provide data-based information at the national level, where there is little research, and will contribute recommendations for improving transparency, enhancing service, and promoting a fairer market that puts the insured first.