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Modeling quality, satisfaction and perceived crowding in public healthcare: a study with low-income Brazilian patients

Modelando qualidade, satisfação e crowding percebido em saúde pública: um estudo com pacientes brasileiros de baixa-renda

Abstracts

Abstract

This paper is one of the first to propose a research model to assess the quality and satisfaction perceived by low-income Brazilian patients using public healthcare services, under the moderating effect of perceived crowding. The model was evaluated from data obtained from 417 patients, and its proposed relationships and statistics were tested through Structural Equation Modeling using a Partial Least Squares approach (PLS-SEM). To explore the moderating effect of perceived crowding, the sample was divided into two groups and tested by employing multi-group analysis (MGA). The results show that Reliability, Safety, Tangibles, Empathy and Responsiveness have a positive effect on Perceived Healthcare Quality (PHQ), which, in turn, has a marked effect on patient satisfaction (PS), ergo, PHQ acts as antecedent of PS. However, perceived crowding has no moderating effect on any relationship in the model.

Keywords:
Quality management; Public healthcare; Low-income patients; Service quality; Patient satisfaction; Perceived crowding


Resumo

Este trabalho é um dos primeiros a propor um modelo de pesquisa que avalie a qualidade percebida e satisfação de pacientes brasileiros de baixa-renda em relação aos serviços públicos de saúde sob o efeito moderador do crowding percebido. O modelo é avaliado por meio de dados obtidos de 417 pacientes e tanto suas relações propostas, quanto suas estatísticas foram testadas por meio da Modelagem de Equações Estruturais com a Abordagem de Mínimos Quadrados Parciais (PLS-SEM). A fim de explorar o efeito moderador do crowding percebido, a amostra foi dividida em dois grupos e testada por meio do emprego da análise multigrupo (MGA). Os resultados demonstraram que a Confiabilidade, Segurança, Aspectos Tangíveis, Empatia e Capacidade de Resposta tem um efeito positivo na Qualidade Percebida do Serviço (QPS) que, por sua vez, tem um impacto positivo na satisfação dos pacientes (SP), logo, QPS atua como antecendente da SP. O crowding percebido, contudo, não possui efeito moderador em nenhuma das relações do modelo.

Palavras-chave:
Gestão da qualidade; Saúde pública; Pacientes de baixa-renda; Qualidade de serviço; Satisfação do paciente; Crowding percebido


1 Introduction

Globalization has changed the business environment by increasing competitiveness and attributing greater relevance to the service sector. Adequate service management directly impacts the relationship between consumers and organizations, thus converting service quality into a source of differentiation and competitive advantage for companies (Saueressig et al., 2021Saueressig, M. V., Larentis, F., & Giacomello, C. P. (2021). Perceived quality and loyalty in service operations: a study in banking segment’s corporate person division. Gestão & Produção, 28(1), e4983. http://dx.doi.org/10.1590/1806-9649.2020v28e4934.
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; Sun & Pang, 2017Sun, W., & Pang, J. (2017). Service quality and global competitiveness: evidence from global service firms. Journal of Service Theory and Practice, 27(6), 1058-1080. http://dx.doi.org/10.1108/JSTP-12-2016-0225.
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).

Assessing the quality of healthcare services is essential, as it allows the differences between customer expectations and perceptions to be understood, in addition to developing improvement strategies (Verleye et al., 2017Verleye, K., Jaakkola, E., Hodgkinson, I. R., Jun, G. T., Odekerken-Schröder, G., & Quist, J. (2017). What causes imbalance in complex service networks? Evidence from a public health service. Journal of Service Management, 28(1), 34-56. http://dx.doi.org/10.1108/JOSM-03-2016-0077.
http://dx.doi.org/10.1108/JOSM-03-2016-0...
; Choi et al., 2004Choi, K., Cho, W., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health provider choice: a South Korean study. Journal of Business Research, 57, 913-921. http://dx.doi.org/10.1016/S0148-2963(02)00293-X.
http://dx.doi.org/10.1016/S0148-2963(02)...
). When patients perceive its service to be of good quality, the financial means of a hospital, such as earnings and net value, increase between 17% and 27% (Naidu, 2009Naidu, A. (2009). Factor affecting patient satisfaction and healthcare quality. International Journal of Health Care Quality Assurance, 22(4), 366-381. http://dx.doi.org/10.1108/09526860910964834. PMid:19725209.
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).

The SERVQUAL and the SERVPERF scales are commonly used for this assessment, as they evaluate the service quality dimensions proposed by Parasuraman et al. (1988)Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): reliability; assurance; tangibles; responsiveness; and empathy. The first scale analyzes the difference between expectations and performance of the services provided, whereas the second focuses on service provider performance (Teshnizi et al., 2018Teshnizi, S. H., Aghamolaei, T., Kahnouji, K., Teshnizi, S. M., & Ghani, J. (2018). Assessing quality of health services with the SERVQUAL model in Iran. A systematic review and meta-analysis. International Journal for Quality in Health Care, 30(2), 82-89. http://dx.doi.org/10.1093/intqhc/mzx200. PMid:29408970.
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; McFadyen et al., 2001McFadyen, K., Harrison, J. L., Kelly, S. J., & Scott, D. (2001). Measuring service quality in a corporatised public sector environment. Journal of Nonprofit & Public Sector Marketing, 9(3), 35-51. http://dx.doi.org/10.1300/J054v09n03_03.
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). Although SERVPERF is statistically superior and easier to apply (Rodrigues et al., 2011Rodrigues, L. R., Barkur, G., Varambally, K. V. M., & Motlagh, F. G. (2011). Comparison of SERVQUAL and SERVPERF metrics: an empirical study. The TQM Journal, 23(6), 629-643. http://dx.doi.org/10.1108/17542731111175248.
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; Carrillat et al., 2007Carrillat, F. A., Jaramillo, F., & Mulki, J. P. (2007). The validity of the SERVQUAL and SERVPERF scales: a meta‐analytic view of 17 years of research across five continents. International Journal of Service Industry Management, 18(5), 472-490. http://dx.doi.org/10.1108/09564230710826250.
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; Brady et al., 2002Brady, M. K., Cronin, J., Jr., & Brand, R. R. (2002). Performance-only measurement of service quality: a replication and extension. Journal of Business Research, 55(1), 17-31. http://dx.doi.org/10.1016/S0148-2963(00)00171-5.
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), there is still no unanimity among researchers and healthcare professionals about its use (Akdere et al., 2020Akdere, M., Top, M., & Tekingunduz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: the SERVPERF model. Total Quality Management & Business Excellence, 31(3-4), 342-352. http://dx.doi.org/10.1080/14783363.2018.1427501.
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; Shafei et al., 2019Shafei, I., Walburg, J., & Taher, A. (2019). Verifying alternative measures of healthcare service quality. International Journal of Health Care Quality Assurance, 32(2), 516-533. http://dx.doi.org/10.1108/IJHCQA-05-2016-0069. PMid:31017062.
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).

Recent literature illustrates the application of this scale in several countries. Shafei et al. (2019)Shafei, I., Walburg, J., & Taher, A. (2019). Verifying alternative measures of healthcare service quality. International Journal of Health Care Quality Assurance, 32(2), 516-533. http://dx.doi.org/10.1108/IJHCQA-05-2016-0069. PMid:31017062.
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compared quality scales and concluded that the Weighted SERVPERF was the most appropriate one for the Egyptian context. Akdere et al. (2020)Akdere, M., Top, M., & Tekingunduz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: the SERVPERF model. Total Quality Management & Business Excellence, 31(3-4), 342-352. http://dx.doi.org/10.1080/14783363.2018.1427501.
http://dx.doi.org/10.1080/14783363.2018....
collected data in a Turkish hospital to verify the predictive power of SERVPERF to assess the overall quality of service provision by using logistic regression. Also in Turkey, more recently, the SERVPERF model was adapted to hospital service performances during the COVID-19 pandemic, proposing a model with new dimensions (Erdogan & Ayyildiz, 2022Erdogan, M., & Ayyildiz, E. (2022). Comparison of hospital service performances under COVID-19 pandemics for pilot regions with low vaccination rates. Expert Systems with Applications, 206, 117773. http://dx.doi.org/10.1016/j.eswa.2022.117773. PMid:35702379.
http://dx.doi.org/10.1016/j.eswa.2022.11...
). Another advance in the literature on SERVPERF was the joint use of multicriteria methods such as the AHP (Alp et al., 2022Alp, S., Yilmaz, F., & Geçici, E. (2022). Evaluation of the quality of health and safety services with SERVPERF and multi-attribute decision-making methods. International Journal of Occupational Safety and Ergonomics, 28(4), 2216-2226. http://dx.doi.org/10.1080/10803548.2021.1984711. PMid:34556013.
http://dx.doi.org/10.1080/10803548.2021....
). The present research differs methodologically from previous studies, however, by applying Structural Equation Modeling (SEM) with multi-group analysis (MGA) to assess patient satisfaction. Other important differences are its application in the Brazilian context, which has peculiarities, and the assessment of the moderating effect of crowding on the relationships studied.

The Brazilian Unified Health System (BUHS) is one of the largest and most comprehensive of the world, offering services which vary from blood pressure measurement to organ transplantation. It consumes about 45% of the resources allocated to health and serves 80% of the Brazilian population, approximately 150 million people, 51.4% of which belong to the lower-income segment (Boccolini & Souza, 2016Boccolini, C. S., & Souza, P. R. B., Jr. (2016). Inequities in healthcare utilization: results of the Brazilian National Health Survey, 2013. International Journal for Equity in Health, 15(1), 150. http://dx.doi.org/10.1186/s12939-016-0444-3. PMid:27852269.
http://dx.doi.org/10.1186/s12939-016-044...
).

Although private health institutions complement its services, the increase in demand for BUHS has not been supported by the necessary investment in infrastructure to supply it, which, in turn, has caused a decrease in service quality (Massuda et al., 2018Massuda, A., Hone, T., Leles, F. A. G., Castro, M. C., & Atun, R. (2018). The Brazilian health system at crossroads: progress, crisis and resilience. BMJ Global Health, 3(4), e000829. http://dx.doi.org/10.1136/bmjgh-2018-000829. PMid:29997906.
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; Almeida et al., 2000Almeida, C., Travassos, C., Porto, S., & Labra, M. E. (2000). Health sector reform in Brazil: a case study of inequity. International Journal of Health Services, 30(1), 129-162. http://dx.doi.org/10.2190/NDGW-C2DP-GNF8-HEW8. PMid:10707303.
http://dx.doi.org/10.2190/NDGW-C2DP-GNF8...
). Therefore, studies that assess the perception low-income patients have of quality and satisfaction are essential to determine which dimensions constitute public healthcare service quality and identify whether they can be improved.

It is important to remark that the effects of crowding, which are widely studied in retailing, have become a concern for researchers and healthcare professionals, as they pose a barrier to providing services in an effective and efficient way (Sawang et al., 2019Sawang, S., Chou, C. Y., & Truong-Dinh, B. Q. (2019). The perception of crowding, quality and well-being: a study of Vietnamese public health services. Journal of Health Organization and Management, 33(4), 460-477. http://dx.doi.org/10.1108/JHOM-08-2018-0233. PMid:31282817.
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). However, the study of crowding in healthcare has mostly been restricted to measuring the duration of service providers’ internal processes and suggesting ways to minimize them (van der Linden et al., 2019van der Linden, M. C., van Ufford, H. M. E., & van der Linden, N. N. (2019). The impact of multimodal intervention on emergency department crowding and patient flow. International Journal of Emergency Medicine, 12(1), 21. http://dx.doi.org/10.1186/s12245-019-0238-7. PMid:31455260.
http://dx.doi.org/10.1186/s12245-019-023...
; Wang et al., 2017Wang, H., Kline, J. A., Jackson, B. E., Robinson, R. D., Sullivan, M., Holmes, M., Watson, K. A., Cowden, C. D., Philips, J. L., Schrader, C. D., Leuck, J., & Zenarosa, N. (2017). The role of patient perception of crowding in the determination of real-time patient satisfaction at Emergency Department. International Journal for Quality in Health Care, 29(5), 722-727. http://dx.doi.org/10.1093/intqhc/mzx097. PMid:28992161.
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; Boyle et al., 2015Boyle, A., Coleman, J., Sultan, Y., Dhakshinamoorthy, V., O’Keeffe, J., Raut, P., & Beniuk, K. (2015). Initial validation of the International Crowding Measure in Emergency Departments (ICMED) to measure emergency department crowding. Emergency Medicine Journal, 32(2), 105-108. http://dx.doi.org/10.1136/emermed-2013-202849. PMid:24008146.
http://dx.doi.org/10.1136/emermed-2013-2...
). Thus, we believe that our study is one of the first to combine the perception low-income patients have of public healthcare services with the SERVPERF framework, in order to show how these elements influence patient satisfaction under the moderating influence of perceived crowding.

Moreover, the COVID-19 outbreak has accentuated the dangers of crowded hospital settings, especially, in emergency departments (Ferraz et al., 2021Ferraz, D., Mariano, E. B., Manzine, P. R., Moralles, H. F., Morceiro, P. C., Torres, B. G., Almeida, M. R., Mello, J. C. S., & Rebelatto, A. N. (2021). COVID health structure index: the vulnerability of Brazilian microregions. Social Indicators Research, 158(1), 197-215. http://dx.doi.org/10.1007/s11205-021-02699-3. PMid:33967373.
http://dx.doi.org/10.1007/s11205-021-026...
; Lin et al., 2020Lin, M., Beliavsky, A., Katz, K., Powis, J. E., Ng, W., Williams, V., Science, M., Groves, H., Muller, M. P., Vaisman, A., Hota, S., Johnstone, J., & Leis, J. A. (2020). What can early Canadian experience screening for COVID-19 teach us about how to prepare for a pandemic? Canadian Medical Association Journal, 192(12), E314-E318. http://dx.doi.org/10.1503/cmaj.200305. PMid:32144097.
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; Whiteside et al., 2020Whiteside, T., Kane, E., Aljohani, B., Alsamman, M., & Pourmand, A. (2020). Redesigning emergency department operations amidst a viral pandemic. The American Journal of Emergency Medicine, 38(7), 1448-1453. http://dx.doi.org/10.1016/j.ajem.2020.04.032. PMid:32336583.
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; Woodworth, 2020Woodworth, L. (2020). Swamped: emergency department crowding and patient mortality. Journal of Health Economics, 70, 102279. http://dx.doi.org/10.1016/j.jhealeco.2019.102279. PMid:32062054.
http://dx.doi.org/10.1016/j.jhealeco.201...
). Thus, it is now even more important to understand the effects of crowding and how low-income patients perceive them.

Therefore, the main objective of this paper is to answer the following research question: “What are the relationships between service quality and patient satisfaction under the moderating effect of perceived crowding in public healthcare?” In order to answer it, we developed a research model with the aforementioned constructs, which was evaluated using data obtained from 417 low-income patients who answered a structured questionnaire, carried out in loco in a Brazilian Basic Healthcare Unit (BHU). We then employed Structural Equation Modeling using a Partial Least Squares approach (PLS-SEM), and multi-group analysis (MGA) to assess the integrity of the model. Structural Equation Modeling is the appropriate technique to investigate relationships between latent variables, that is, those that cannot be measured directly, but through a set of indicators (Hair et al., 2022Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural equation modeling (PLS-SEM) (3rd ed.). Thousand Oaks: Sage.). Specifically, PLS-SEM was adopted because it is suitable for exploratory research, not requiring assumptions about data distribution, and being suitable for smaller sample sizes (Hair et al., 2021Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural equation modeling (PLS-SEM) using R. In C. Homburg, M. Klarmann & A. Vomberg (Eds.), Handbook of market research. Cham: Springer.).

The remainder of this study is organized as follows. We introduce the research model and hypotheses in section 2, followed by the method in section 3. We present the results in section 4 and discuss them in section 5. The paper concludes by pinpointing both theoretical and managerial implications and important research avenues in section 6.

2 Research model and hypotheses development

2.1 The low-income markets and healthcare

Since the 1970’s, there have been differences over the definition of low-income markets. On the one hand, there are researchers who characterize such markets from a behavioral perspective, defining them as composed of consumers whose behaviors and values are conservative, affected by low self-esteem and aggravated by the prejudice of which they are victims (Barki & Parente, 2010Barki, E., & Parente, J. (2010). Consumer behaviour of the base of the pyramid marketing in Brazil. Journal of Consumer Marketing, 25(7), 402-412.).

On the other hand, there are researchers who characterize these markets from an economic perspective, stating that people in low-income markets subsist on tight budgets, frequently of less than $2.00 per day, which do not allow them to try out new products (Heckman & Hanna, 2015Heckman, S. J., & Hanna, S. H. (2015). Individual and institutional factors related to low-income household saving behavior. Journal of Financial Counseling and Planning, 26(2), 187-199. http://dx.doi.org/10.1891/1052-3073.26.2.187.
http://dx.doi.org/10.1891/1052-3073.26.2...
). Due to the plurality of the definitions and the absence of a consensus, we have adopted the characterization from an economic perspective in this study.

In numerous societies, there are individuals and groups placed in prominent economic positions, having better privileges and opportunities to enjoy better healthcare services than their low-income counterparts. However, for individuals in low-income markets, access to healthcare is not a straightforward concept, as their health decisions are often subject to a series of constraints, such as affordability, accessibility, availability of services at the healthcare settings, and a lack of quality healthcare providers (Guimarães et al., 2019Guimarães, T., Lucas, K., & Timms, P. (2019). Understanding how low- income communities gain access to healthcare services: A qualitative study in São Paulo, Brazil. Journal of Transport & Health, 15, 100658. http://dx.doi.org/10.1016/j.jth.2019.100658.
http://dx.doi.org/10.1016/j.jth.2019.100...
; Haenssgen & Ariana, 2016Haenssgen, M. J., & Ariana, P. (2016). Healthcare access: a sequence-sensitive approach. SSM - Population Health, 3, 37-47. http://dx.doi.org/10.1016/j.ssmph.2016.11.008. PMid:29349202.
http://dx.doi.org/10.1016/j.ssmph.2016.1...
). According to Banerjee et al. (2004)Banerjee, A., Deaton, A., & Duflo, E. (2004). Wealth, health, and health services in rural Rajasthan. The American Economic Review, 94(2), 326-330. http://dx.doi.org/10.1257/0002828041301902. PMid:19305517.
http://dx.doi.org/10.1257/00028280413019...
, there is a positive correlation between health and wealth. They state that greater health risks are associated with low-income markets, as individuals are less likely to be able to pay for health plans, medicines and treatment for chronic diseases.

Bhattacharjee et al. (2017)Bhattacharjee, A., Shin, J. K., Subramanian, C., & Swaminathan, S. (2017). Healthcare investiment and income inequality. Journal of Health Economics, 56, 163-177. http://dx.doi.org/10.1016/j.jhealeco.2017.08.007. PMid:29055188.
http://dx.doi.org/10.1016/j.jhealeco.201...
state that low-income communities have become captives of the healthcare system to which they are allowed access, which is generally stigmatized as of poor quality and unattractive to wealthier patients. This creates a negative perception of these services, leading low-income patients to shy away from receiving any kind of treatment.

This perception is important because most people on low-incomes have restricted access to private healthcare services and receive their treatment in public establishments, which suffer from a lack of resources and struggle to meet the high demand for healthcare. This situation creates a crowded environment in which long queues are usual and there is little sympathy between doctors and patients (Archibong et al., 2020Archibong, E. P., Bassey, G. E., Isokon, B. E., & Eneji, R. (2020). Income level and healthcare utilization in Calabar Metropolis of Cross River State, Nigeria. Heliyon, 6(9), e04983. http://dx.doi.org/10.1016/j.heliyon.2020.e04983. PMid:33015387.
http://dx.doi.org/10.1016/j.heliyon.2020...
).

2.2 Quality in healthcare

Patients have three levels of expectations regarding service quality in healthcare: basic expectations, in which the service is expected to be reliable, competent and safe; focus on the human being, in which the service is expected to be fast, accessible and individualized; and infrastructure, in which the health professionals are expected to be competent, honest and responsible, providing correct diagnoses and treatments (Babakus & Mangold, 1992Babakus, E., & Mangold, W. G. (1992). Adapting the ServQual scale to hospital services: an empirical investigation. Health Services Research, 26(6), 767-786. PMid:1737708.; Donabedian et al., 1982Donabedian, A., Wheeler, H. R. C., & Wysze-Wianski, L. (1982). Quality, cost and health: an integrative model. Medical Care, 20(10), 975-992. http://dx.doi.org/10.1097/00005650-198210000-00001. PMid:6813605.
http://dx.doi.org/10.1097/00005650-19821...
).

As with most of services, assessing quality in healthcare is hampered by the intrinsic characteristics of a service: intangibility, heterogeneity and inseparability (Parasuraman et al., 1988Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1)). Therefore, patients have an important role to play in service evaluation, given that they are active participants in a process which is, influenced by their actions and emotions (Kim, 2019Kim, J. (2019). Customers’ value co-creation with healthcare service network partners: the moderating effect of consumer vulnerability. Journal of Service Theory and Practice, 29(3), 309-328. http://dx.doi.org/10.1108/JSTP-08-2018-0178.
http://dx.doi.org/10.1108/JSTP-08-2018-0...
; Osei-Frimpong & Owusu-Frimpong, 2017Osei-Frimpong, K., & Owusu-Frimpong, N. (2017). Value co-creation in health care: a phenomenological examination of the doctor-patient encounter. Journal of Nonprofit & Public Sector Marketing, 29(4), 365-384. http://dx.doi.org/10.1080/10495142.2017.1326356.
http://dx.doi.org/10.1080/10495142.2017....
).

However, patients are unable to accurately assess the technical service quality provided by doctors, because this analysis is based almost exclusively on the functional quality. In short, the perception of quality of these services is complex and defined by how well they meet or exceed patient expectation (Kansra & Jha, 2016Kansra, P., & Jha, A. K. (2016). Measuring service quality in Indian hospitals: an analysis of SERVQUAL model. International Journal of Services and Operations Management, 24(1), 75761. http://dx.doi.org/10.1504/IJSOM.2016.075761.
http://dx.doi.org/10.1504/IJSOM.2016.075...
; Walton & Hume, 2012Walton, A., & Hume, M. (2012). Examining public hospital service failure: the influence of service failure type, service expectations, and attribution on consumer response. Journal of Nonprofit & Public Sector Marketing, 24(3), 202-221. http://dx.doi.org/10.1080/10495142.2012.705179.
http://dx.doi.org/10.1080/10495142.2012....
).

Over the years, health institutions have improved their quality measurement methods and made their employees more aware of the importance of the work they do in order to correct deficiencies and add value and humanization for their patients (Silva & Fernandes, 2019Silva, M. Z., & Fernandes, F. C. (2019). The influence of contigencies factors strategy and structure in the enterprise risk management in a hospital. Gestão & Produção, 26(1), e2315. http://dx.doi.org/10.1590/0104-530x2315-19.
http://dx.doi.org/10.1590/0104-530x2315-...
; Choi et al., 2004Choi, K., Cho, W., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health provider choice: a South Korean study. Journal of Business Research, 57, 913-921. http://dx.doi.org/10.1016/S0148-2963(02)00293-X.
http://dx.doi.org/10.1016/S0148-2963(02)...
).

Such improvement is even more relevant in developing countries, whose public healthcare systems serve low-income communities and face a set of barriers related to service quality management, such as: the lack of commitment of senior managers; empowerment of certain employees who consider themselves the only ones capable of assessing the quality of given services; and limited resources to invest in such practices (Bernardo et al., 2022Bernardo, J. M. S., Mendes, G. H. S., Lizarelli, F. L., & Roscani, M. G. (2022). Instruments to measure patient experience in hospitals: a scoping review. Gestão & Produção, 29, e0821. http://dx.doi.org/10.1590/1806-9649-2022v29e0821.
http://dx.doi.org/10.1590/1806-9649-2022...
; Verleye et al., 2017Verleye, K., Jaakkola, E., Hodgkinson, I. R., Jun, G. T., Odekerken-Schröder, G., & Quist, J. (2017). What causes imbalance in complex service networks? Evidence from a public health service. Journal of Service Management, 28(1), 34-56. http://dx.doi.org/10.1108/JOSM-03-2016-0077.
http://dx.doi.org/10.1108/JOSM-03-2016-0...
; Erickson & Andrews, 2011Erickson, D., & Andrews, N. (2011). Partnerships among community development, public health, and health care could improve the well-being of low-income people? Health Affairs, 30(11), 2056-2063. http://dx.doi.org/10.1377/hlthaff.2011.0896. PMid:22068396.
http://dx.doi.org/10.1377/hlthaff.2011.0...
).

The State of Art presents studies which use the SERVQUAL (Andaleeb, 2008Andaleeb, S. (2008). Caring for children: a model of healthcare service quality in Bangladesh. International Journal for Quality in Health Care, 20(5), 339-345. http://dx.doi.org/10.1093/intqhc/mzn024. PMid:18621779.
http://dx.doi.org/10.1093/intqhc/mzn024...
; van Duong et al., 2004van Duong, D., Binns, C. W., & Hipgrave, D. B. (2004). Measuring client-perceived quality of maternity services in rural Vietnam. International Journal for Quality in Health Care, 16(6), 447-452. http://dx.doi.org/10.1093/intqhc/mzh073. PMid:15557354.
http://dx.doi.org/10.1093/intqhc/mzh073...
; Baltussen et al., 2002Baltussen, R. M. P. M., Ye, Y., Haddad, S., & Sauerborn, R. S. (2002). Perceived quality of primary health care services in Burkina Faso. Health Policy and Planning, 17(1), 42-48. http://dx.doi.org/10.1093/heapol/17.1.42. PMid:11861585.
http://dx.doi.org/10.1093/heapol/17.1.42...
; Haddad et al., 1998Haddad, S., Fournier, P., & Potvin, L. (1998). Measuring lay people’s perception of the quality of primary health care services in developing countries. International Journal for Quality in Health Care, 10(2), 93-104. http://dx.doi.org/10.1093/intqhc/10.2.93. PMid:9690882.
http://dx.doi.org/10.1093/intqhc/10.2.93...
) or the SERVPERF (Akdere et al., 2020Akdere, M., Top, M., & Tekingunduz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: the SERVPERF model. Total Quality Management & Business Excellence, 31(3-4), 342-352. http://dx.doi.org/10.1080/14783363.2018.1427501.
http://dx.doi.org/10.1080/14783363.2018....
; Narang, 2011Narang, R. (2011). Determining quality of public health care services in rural India. Clinical Governance: An International Journal, 16(1), 35-49.) scales to assess the quality of healthcare in low-income communities. They are both based on the on the five dimensions by Parasuraman et al. (1988)Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): Reliability; Assurance; Tangibles; Empathy and Responsiveness.

Narang (2011)Narang, R. (2011). Determining quality of public health care services in rural India. Clinical Governance: An International Journal, 16(1), 35-49., for instance, measured patient perception in public healthcare centers in the rural Indian context. The results showed that certain aspects, such as “the availability of medical equipment” and “the availability of medical care” were poorly evaluated. In addition, they pointed out the existence of a strong relationship between quality and demographic aspects, such as education, gender and income. Akdere et al. (2020)Akdere, M., Top, M., & Tekingunduz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: the SERVPERF model. Total Quality Management & Business Excellence, 31(3-4), 342-352. http://dx.doi.org/10.1080/14783363.2018.1427501.
http://dx.doi.org/10.1080/14783363.2018....
, in turn, collected data from 972 outpatients in a Turkish hospital, located in one of the poorest regions of the country. The authors concluded that the patients were satisfied with the Assurance and Responsiveness of the hospital, but not with its Tangibles.

Moreover, according to Akdere et al. (2020)Akdere, M., Top, M., & Tekingunduz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: the SERVPERF model. Total Quality Management & Business Excellence, 31(3-4), 342-352. http://dx.doi.org/10.1080/14783363.2018.1427501.
http://dx.doi.org/10.1080/14783363.2018....
, although it is easier to apply, the use of the SERVPERF scale is not yet universal among researchers and health professionals. The authors recommended its use be replicated in new studies in other developing countries, especially those whose public healthcare systems serve large low-income communities, such as BUHS.

Hence, this study seeks to assess both the reliability and validity of a SERVPERF scale, adapted for the Brazilian public healthcare context, by measuring how low-income patients perceive healthcare quality. To achieve this, we formulated the first hypothesis (H1), which was developed into five sub-hypothesis:

  • H1a: Reliability has a positive effect on perceived healthcare quality.

  • H1b: Assurance has a positive effect on perceived healthcare quality.

  • H1c: Tangibles have a positive effect on perceived healthcare quality.

  • H1d: Empathy has a positive effect on perceived healthcare quality.

  • H1e: Responsiveness has a positive effect on perceived healthcare quality.

2.3 Patient satisfaction

In healthcare, the concept of a quality-oriented public administration has turned patients into the main agents in evaluating health services. Regarding the BUHS, the use of satisfaction surveys to evaluate health services has gained prominence since the 1990’s when reforms, which aimed to develop a patient-centered culture, began (Passero et al., 2018Passero, L. G., Giordani, J. M. A., Hugo, F. N., Torman, V. B. L., Camey, S. A., & Hilgert, J. B. (2018). Contextual and individual factors associated with dissatisfaction with the Brazilian Unified National Health System, 2011-2012. Cadernos de Saude Publica, 34(1) PMid:27783752.; Hollanda et al., 2012Hollanda, E., Siqueira, S. A. V., Andrade, G. R. B., Molinaro, A., & Vaitsman, J. (2012). User satisfaction and responsiveness in the healthcare services at Fundação Oswaldo Cruz. Ciencia & Saude Coletiva, 17(12), 3343-3352. http://dx.doi.org/10.1590/S1413-81232012001200019. PMid:23175410.
http://dx.doi.org/10.1590/S1413-81232012...
). However, many researchers have questioned the adoption of traditional satisfaction surveys to evaluate public health services, especially in developing countries, stating that the gratitude, which certain patients may feel after being treated, makes these inquiries biased (Silva et al., 2018Silva, D. N. S., Jr., Braga, B. S. F., Santos, C. D. P., Borges, R. E. A., & Noro, L. R. A. (2018). Evaluation of user satisfaction from the Carta SUS, in Rio Grande do Norte, Brazil. Saúde em Debate, 42(119), 901-915. http://dx.doi.org/10.1590/0103-1104201811909.
http://dx.doi.org/10.1590/0103-110420181...
; Rathert et al., 2015Rathert, C., Williams, E. S., McCaughey, D., & Ishqaidef, G. (2015). Patients perceptions of patient-centred care: empirical test of a theoretical model. Health Expectations, 18(2), 199-209. http://dx.doi.org/10.1111/hex.12020. PMid:23176054.
http://dx.doi.org/10.1111/hex.12020...
).

Rathert et al. (2015)Rathert, C., Williams, E. S., McCaughey, D., & Ishqaidef, G. (2015). Patients perceptions of patient-centred care: empirical test of a theoretical model. Health Expectations, 18(2), 199-209. http://dx.doi.org/10.1111/hex.12020. PMid:23176054.
http://dx.doi.org/10.1111/hex.12020...
state that satisfaction surveys tend to favor the respondent’s expectations instead of the actual assessment of the health services. According to Silva et al. (2018), aSilva, D. N. S., Jr., Braga, B. S. F., Santos, C. D. P., Borges, R. E. A., & Noro, L. R. A. (2018). Evaluation of user satisfaction from the Carta SUS, in Rio Grande do Norte, Brazil. Saúde em Debate, 42(119), 901-915. http://dx.doi.org/10.1590/0103-1104201811909.
http://dx.doi.org/10.1590/0103-110420181...
low expectation towards the service tends to result in higher satisfaction whereas a high degree of demand tends to lead to less satisfaction with the service, as it is more difficult to meet high expectations.

In this scenario, Russell et al. (2015)Russell, R. S., Johnson, D. M., & White, S. W. (2015). Patients perceptions of quality: analyzing patient satisfaction surveys. International Journal of Operations & Production Management, 35(8), 1158-1181. http://dx.doi.org/10.1108/IJOPM-02-2014-0074.
http://dx.doi.org/10.1108/IJOPM-02-2014-...
highlight that the patients perceptions of their care, in addition to typical clinical indicators, are important tools for assessing quality in healthcare. Pai et al. (2018)Pai, Y. P., Chary, S. T., & Pai, R. Y. (2018). Patient-perceived hospital service quality: an empirical assessment. International Journal of Health Care Quality Assurance, 31(1), 76-91. http://dx.doi.org/10.1108/IJHCQA-04-2017-0064. PMid:29504841.
http://dx.doi.org/10.1108/IJHCQA-04-2017...
stated that typical satisfaction surveys often do not capture elements of healthcare that patients have said are the most important to them and, thus, these measures have had limited utility for actually improving the quality of healthcare delivery. Moreover, Wang et al. (2019)Wang, W., Haggerty, J., Loban, E., & Liu, X. (2019). Evaluating primary health care performance from user perspective in china: review of survey instruments and implementation issues. International Journal of Environmental Research and Public Health, 16(6), 926. http://dx.doi.org/10.3390/ijerph16060926. PMid:30875833.
http://dx.doi.org/10.3390/ijerph16060926...
concluded that patient evaluation measures go beyond traditional satisfaction surveys and capture aspects of patient perception as the latter may have effects long after the clinical visit.

Thus, we have adopted a patient perception survey in our study in order to distinguish it from traditional satisfaction surveys, which are currently adopted by the BUHS, and to make the results more effective. Furthermore, we have used it to assess not only patient satisfaction, but their perception of quality and crowding as well. The concept of patient satisfaction is presented below.

Patient satisfaction is defined as the assessment of different dimensions of healthcare services, in which the cure is the expected main goal (Badri et al., 2009Badri, M. A., Attia, S. T., & Ustadi, A. M. (2009). Healthcare quality and moderators of patient satisfaction: testing for causality. International Journal of Health Care Quality Assurance, 22(4), 382-410. http://dx.doi.org/10.1108/09526860910964843. PMid:19725210.
http://dx.doi.org/10.1108/09526860910964...
). This evaluation is intrinsically linked to service quality and improves both the image of a hospital and its earnings (Naidu, 2009Naidu, A. (2009). Factor affecting patient satisfaction and healthcare quality. International Journal of Health Care Quality Assurance, 22(4), 366-381. http://dx.doi.org/10.1108/09526860910964834. PMid:19725209.
http://dx.doi.org/10.1108/09526860910964...
; Romano & Mutter, 2004Romano, P. S., & Mutter, R. (2004). The evolving science of quality measurement for hospitals: implications for studies of competition and consolidation. International Journal of Health Care Finance and Economics, 4(2), 131-157. http://dx.doi.org/10.1023/B:IHFE.0000032420.18496.a4. PMid:15211103.
http://dx.doi.org/10.1023/B:IHFE.0000032...
). According to Lien et al. (2014)Lien, C. H., Wu, J. J., Chen, Y. H., & Wang, C. J. (2014). Trust transfer and the effect of service quality on trust in the healthcare industry. Managing Service Quality, 24(4), 399-416. http://dx.doi.org/10.1108/MSQ-11-2013-0255.
http://dx.doi.org/10.1108/MSQ-11-2013-02...
, communication is a key factor for patient satisfaction: if it provides information about the service that will be performed, it helps to reduce uncertainty about patient expectation regarding a given procedure, which, in turn, increases patient satisfaction. Soares & Farhangmehr (2015)Soares, A. M., & Farhangmehr, M. (2015). Understanding patient satisfaction in a hospital emergency department. International Review on Public and Nonprofit Marketing, 12(1), 1-15. http://dx.doi.org/10.1007/s12208-014-0122-3.
http://dx.doi.org/10.1007/s12208-014-012...
stated that care, reliability, empathy, and responsiveness also have a direct effect on patient satisfaction.

Regarding public healthcare settings, Moliner (2009)Moliner, M. A. (2009). Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1), 76-97. http://dx.doi.org/10.1108/09564230910936869.
http://dx.doi.org/10.1108/09564230910936...
stated that measuring the satisfaction of a patient is important and even more necessary in developing countries, where low-income patients experience services at a more emotional level. Moreover, Gallani et al. (2020)Gallani, S., Kajiwara, T., & Krishnan, R. (2020). Value of new performance information in healthcare: evidence from Japan. International Journal of Health Economics and Management, 20(4), 319-357. http://dx.doi.org/10.1007/s10754-020-09283-1. PMid:32808057.
http://dx.doi.org/10.1007/s10754-020-092...
concluded that the disclosure of patient satisfaction performance has pivotal importance for hospital decision makers, especially, those who manage public settings.

Hence, we formulated the second hypothesis (H2):

  • H2: Perceived healthcare quality has a positive effect on patient satisfaction.

2.4 Perceived crowding

Crowding is conceptualized as a multidimensional construct related to the human or spatial density of a given environment, being characterized from two perspectives: the objective and the subjective. The first refers to the number of people and the level of interaction between them, whereas the second is related to perception, which leads one to perceive an environment as crowded (Machleit et al., 2000Machleit, K. A., Eroglu, S. A., & Mantel, S. P. (2000). Perceived retail crowding and shopping satisfaction: what modifies this relationship? Journal of Consumer Psychology, 9(1), 29-42. http://dx.doi.org/10.1207/s15327663jcp0901_3.
http://dx.doi.org/10.1207/s15327663jcp09...
). Perceived crowding, on the other hand, is defined as the emotional reaction caused by stress in a crowded place that might cause negative emotions (Dion, 2004Dion, D. (2004). Personal control and coping with retail crowding. International Journal of Service Industry Management, 15(3), 250-263. http://dx.doi.org/10.1108/09564230410540926.
http://dx.doi.org/10.1108/09564230410540...
).

There are many studies in the marketing literature about consumer behavior in crowded spaces, especially in retailing (Metha et al., 2013Metha, R., Sharma, N. K., & Swanmi, S. (2013). The impact of perceived crowding on consumer’s buying impulse: role of optimal stimulation level and shopping motivation. Journal of Marketing Research, 29(7), 812-835.; Baker & Wakefield, 2012Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing Science, 40(6), 791-806. http://dx.doi.org/10.1007/s11747-011-0284-z.
http://dx.doi.org/10.1007/s11747-011-028...
; Hui & Bateson, 1991Hui, M. K., & Bateson, J. E. G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. The Journal of Consumer Research, 18(2), 174-184. http://dx.doi.org/10.1086/209250.
http://dx.doi.org/10.1086/209250...
). Nevertheless, the results of these studies are inconclusive when it comes to people’s reactions to certain environments: some more sensitive individuals choose to leave a crowded place, while others, attracted by the crowding, conceive it as a way of social interaction (Wei et al., 2019Wei, S., Ang, T., & Anaza, N. A. (2019). The power of information on customers’ social withdrawal and citizenship behavior in a crowded service environment. Journal of Service Management, 30(1), 23-47. http://dx.doi.org/10.1108/JOSM-10-2017-0274.
http://dx.doi.org/10.1108/JOSM-10-2017-0...
; Noone & Mattila, 2009Noone, B. M., & Mattila, A. S. (2009). Consumer reaction to crowding for extended service encounters. Managing Service Quality, 19(1), 31-41. http://dx.doi.org/10.1108/09604520910926791.
http://dx.doi.org/10.1108/09604520910926...
).

According to Noone et al. (2009)Noone, B. M., Kimes, S. E., Mattila, A. S., & Wirtz, J. (2009). Perceived service encounter pace and customer satisfaction: an empirical study of restaurant experiences. Journal of Service Management, 20(4), 380-403. http://dx.doi.org/10.1108/09564230910978494.
http://dx.doi.org/10.1108/09564230910978...
, when one perceives the human or spatial density of a given environment as high, the negative effects of this perception tend to decrease the level of satisfaction. Pons et al. (2016)Pons, F., Giroux, M., Mourali, M., & Zins, M. (2016). The relationship between density perceptions and satisfaction in retail setting: mediation and moderation effects. Journal of Business Research, 69(2), 1000-1007. http://dx.doi.org/10.1016/j.jbusres.2015.09.005.
http://dx.doi.org/10.1016/j.jbusres.2015...
demonstrated that customers become less satisfied as this perception increases by using perceived crowding as a moderating variable in retail stores.

The study of crowding in healthcare has become a major concern for researchers and health professionals, as it poses a barrier to providing services in an effective and efficient way, diminishing overall quality. Furthermore, this area of study is still in the process of being developed (Sawang et al., 2019Sawang, S., Chou, C. Y., & Truong-Dinh, B. Q. (2019). The perception of crowding, quality and well-being: a study of Vietnamese public health services. Journal of Health Organization and Management, 33(4), 460-477. http://dx.doi.org/10.1108/JHOM-08-2018-0233. PMid:31282817.
http://dx.doi.org/10.1108/JHOM-08-2018-0...
). The majority of the works published to date have focused on mitigating the effects of crowding, especially in emergency departments, through time studies and optimal resource allocation (van der Linden et al., 2019van der Linden, M. C., van Ufford, H. M. E., & van der Linden, N. N. (2019). The impact of multimodal intervention on emergency department crowding and patient flow. International Journal of Emergency Medicine, 12(1), 21. http://dx.doi.org/10.1186/s12245-019-0238-7. PMid:31455260.
http://dx.doi.org/10.1186/s12245-019-023...
; Wang et al., 2017Wang, H., Kline, J. A., Jackson, B. E., Robinson, R. D., Sullivan, M., Holmes, M., Watson, K. A., Cowden, C. D., Philips, J. L., Schrader, C. D., Leuck, J., & Zenarosa, N. (2017). The role of patient perception of crowding in the determination of real-time patient satisfaction at Emergency Department. International Journal for Quality in Health Care, 29(5), 722-727. http://dx.doi.org/10.1093/intqhc/mzx097. PMid:28992161.
http://dx.doi.org/10.1093/intqhc/mzx097...
; Boyle et al., 2015Boyle, A., Coleman, J., Sultan, Y., Dhakshinamoorthy, V., O’Keeffe, J., Raut, P., & Beniuk, K. (2015). Initial validation of the International Crowding Measure in Emergency Departments (ICMED) to measure emergency department crowding. Emergency Medicine Journal, 32(2), 105-108. http://dx.doi.org/10.1136/emermed-2013-202849. PMid:24008146.
http://dx.doi.org/10.1136/emermed-2013-2...
).

Therefore, in order to approach crowding in healthcare from a new perspective and assess its moderating effect on both perceived quality and the satisfaction of patients from low-income communities, we formulated the third (H3) and fourth (H4) hypotheses of our study, presented below:

  • H3: The relationship between the dimensions of quality and perceived healthcare quality is significantly more negative when perceived crowding is high.

  • H4: The relationship between perceived healthcare quality and patient satisfaction is significantly more negative when perceived crowding is high.

Figure 1 outlines the proposed research model, in addition to the hypotheses this study has developed.

Figure 1
Proposed research model.

It is important to note that Perceived Healthcare Quality (PHQ) is a second-order construct composed of the constructs which represent each SERVPERF dimension of quality. According to Hair et al. (2014a)Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014a). Multivariate data analysis. Harlow: Pearson Education Limited., second-order constructs are those whose covariance is explained by two levels of latent variables. Moreover, the proposed model is formative-reflexive: while PHQ has a formative measurement, the other constructs - each dimension of quality and Patient Satisfaction (PS) - have reflexive measurements (Duarte & Amaro, 2018Duarte, P., & Amaro, S. (2018). Methods for modeling reflective-formative second order constructs in PLS: an application to online travel shopping. Journal of Hospitality and Tourism Technology, 9(3), 295-313. http://dx.doi.org/10.1108/JHTT-09-2017-0092.
http://dx.doi.org/10.1108/JHTT-09-2017-0...
).

Figure 2 outlines the previously present proposed research model to which we have added Perceived Crowding (CROWD) to test its moderating effect on the relationship between each quality dimension and PHQ and that between PHQ and PS, in addition to the new hypotheses developed in subsection 2.4.

Figure 2
Proposed research model with crowding as a moderator variable.

3 Method

Our study was carried out in a BHU, a branch of the BUHS, which serves three low-income communities in a small town located in the interior of the state of São Paulo. We adopted a two-part structured questionnaire as the data collection instrument. The first part had three previously validated scales that measured the constructs of the research model, PHQ and PS; and CROWD. The second part had socio and demographic questions to help profile the sample collected.

We have used a SERVPERF scale already adapted for the hospital context to measure PHQ (Narang, 2011Narang, R. (2011). Determining quality of public health care services in rural India. Clinical Governance: An International Journal, 16(1), 35-49.), which assessed the five dimensions of service quality by means of 22 items. To measure PS, we used a three-item scale (Moliner, 2009Moliner, M. A. (2009). Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1), 76-97. http://dx.doi.org/10.1108/09564230910936869.
http://dx.doi.org/10.1108/09564230910936...
) whereas to measure CROWD, an eight-item scale was used (Dion, 2004Dion, D. (2004). Personal control and coping with retail crowding. International Journal of Service Industry Management, 15(3), 250-263. http://dx.doi.org/10.1108/09564230410540926.
http://dx.doi.org/10.1108/09564230410540...
).

All the items used in this study were subjected to a process of reverse translation to ensure that they would be understood by Brazilian respondents. The first translation, from English to Portuguese, was carried out by the authors themselves while the second, from Portuguese to English, was carried out by a British English speaker, a teacher in a private language teaching unit. According to Wild et al. (2005)Wild, D., Grove, A., Martin, M., Eremenco, S., McElroy, S., Verjeelorenz, A., & Erikson, P. (2005). Principles of good practice for translation and cultural adaptation process for patients. Value in Health, 8(2), 94-104. http://dx.doi.org/10.1111/j.1524-4733.2005.04054.x. PMid:15804318.
http://dx.doi.org/10.1111/j.1524-4733.20...
, this method ensures greater validity and excellence of the translation. Table 1 presents a compilation of the original structures of the questionnaires used in this study, as well their dimensions, items and authors.

Table 1
Original structures of the questionnaires.

Furthermore, we graded the items using five-point Likert scales which ranged from a score of 1 for “Strongly Disagree”, 2 for “Disagree”, 3 for “Neither agree or disagree”, 4 for “Agree” and 5 for “Strongly Agree”.

In order to verify the patients’ understanding of the items, we conducted two pre-test rounds, in December 2019. The analysis of both rounds showed that the use of the term “Health Center” proved to be pivotal for the questionnaire to be completely understood by the respondents, given that users when referring to this specific public healthcare setting do not commonly adopt the term “BHU”. Moreover, as none of the respondents answered item R6 - “The hospital has accurate payment arrangements” -, claiming not to have knowledge or access to the BHU’s billing, we removed it from the final version of the questionnaire.

We also excluded item A6 - “The hospital has adequate availability of doctors for women” - from the final version of the questionnaire because the scale 3 - “Neither agree or disagree” - was always chosen when answered by male respondents and due to the fact that the content of this question is addressed more comprehensively by item A1 - “The hospital has adequate availability of doctors”.

After both rounds of pre-test were carried out, we established a four-week period for the data collection: from the 6th to the 31st of January, 2020. It was done in two shifts: in the morning, from 7 a.m. to 12 p.m., and in the afternoon, from 1 p.m. to 5 p.m. Our intention was to obtain between 200 and 250 valid questionnaires for each of the application shifts, thus resulting in a final sample of between 400 and 500 responses.

Patients who had just been attended at the BHU were approach and asked to complete the data collection instrument in loco. This method, according to Hussain et al. (2019)Hussain, A., Sial, M. S., Usman, S. M., Hwang, J., Jiang, Y., & Shafiq, A. (2019). What factors affect patient satisfaction in public sector hospitals: evidence from an emerging economy. International Journal of Environmental Research and Public Health, 16(6), 994. http://dx.doi.org/10.3390/ijerph16060994. PMid:30893906.
http://dx.doi.org/10.3390/ijerph16060994...
, ensures that the perception of the service provided is more accurately captured, being a few moments after patients have been attended.

After the consent form was read to a respondent, who gave their verbal consent to participating in the study, the meaning of the Likert scale was explained. Each participant received a printed and laminated copy of the scale so that they could refer to it while the questionnaire was being conducted. We read the questions and asked each participant to verbalize the answer they wanted us to write down. The responses were recorded using a tablet, on which a digital version of the instrument had been installed, created using the Google Forms tool.

The sample itself is defined as being non-probabilistic, as not all people from a given population have a fixed chance of answering the questionnaire, and the sampling technique adopted was by convenience (Malhotra & Dash, 2009Malhotra, N. K., & Dash, S. (2009). Marketing research: an applied orientation. Delhi: Pearson. http://dx.doi.org/10.1108/S1548-6435(2009)5.
http://dx.doi.org/10.1108/S1548-6435(200...
). 417 valid responses were obtained for the final sample. We considered as valid those questionnaires which had been completely answered by patients who had not given the same score for all items.

We used the G*Power 3.1 software to verify the sample size adequacy for the statistical analysis techniques that considered the Partial Least Squares method (PLS-SEM). Considering the inputs - moderate effect size (f2) of 0.15, power of the test (1-β) equal to 0.95, and 5 predictors -, the results indicated that our final sample well exceeded the minimum required sample size of 107 responses, and was therefore considered adequate.

PLS-SEM is used when data is not normally distributed and the scales used in the research model are adapted from other previously developed and tested models (Hair et al., 2014aHair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014a). Multivariate data analysis. Harlow: Pearson Education Limited.), meeting the requirements of the current study. According to the method proposed by Hair et al. (2011)Hair, J. F., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. http://dx.doi.org/10.2753/MTP1069-6679190202.
http://dx.doi.org/10.2753/MTP1069-667919...
, the data analysis process has four stages: Descriptive Analysis, Measurement Model Analysis, Structural Model Analysis, and Moderator Variable Analysis. We used the IBM SPSS 21 and SmartPLS 3.0 to conduct the analyses.

After characterizing the sample by means of the Descriptive Analysis, we performed the Measurement Model Analysis through the Confirmatory Factor Analysis (CFA), which verifies whether the model has a good fit. We also conducted a Variance Inflation Factor (VIF) analysis in order to ensure the absence of multicollinearity. VIF can be calculated by Equation 1 below (Hair et al., 2011Hair, J. F., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. http://dx.doi.org/10.2753/MTP1069-6679190202.
http://dx.doi.org/10.2753/MTP1069-667919...
, 2014aHair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014a). Multivariate data analysis. Harlow: Pearson Education Limited.):

V I F i = 1 1 - R i 2 (1)

where Ri2 represents the unadjusted coefficient of determination for regressing the ith independent variable on the remaining ones.

Then, we assessed the reliability of the constructs using Composite Reliability (CR), which explains the total amount of the true score variance in relation to the total score variance and is calculated by Equation 2 below (Hair et al., 2014aHair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014a). Multivariate data analysis. Harlow: Pearson Education Limited.):

C R = Σ λ 2 Σ λ 2 - Σ ε (2)

where Σλ represents the sum of the factor loadings and Σε is the sum of errors of measurements also known as residual variance. We also assessed the convergent validity of the constructs through the Average Variance Extracted (AVE) by Equation 3 (Hair et al., 2014aHair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014a). Multivariate data analysis. Harlow: Pearson Education Limited.):

A V E = Σ λ 2 Σ λ 2 - Σ ε (3)

where λ2 represents factor loading squared; Σλ2 indicates the sum of factor loadings squared; and Σε is the sum of errors of measurements. Finally, we used the Fornell-Larcker criterion to assess the discriminant validity of the constructs that is established if the condition presented by Equation 4 holds (Henseler et al., 2015Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. http://dx.doi.org/10.1007/s11747-014-0403-8.
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):

A V E ε j > max r i j i j (4)

where rij is the correlation coefficient between the construct scores of constructs εi and εj.

In the first step of the Structural Model Analysis, we evaluated the statistical significance of the model relationships through the t-value and p-value. In the second, we assessed the Determination Coefficient (R2) of the structural model, which explains its predictive power. Thirdly, we analyzed the Validated Stone-Geisser Redundancy Measure (Q2) to assess the predictive power of each inner construct in the model (Henseler et al., 2009Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277-319. http://dx.doi.org/10.1108/S1474-7979(2009)0000020014.
http://dx.doi.org/10.1108/S1474-7979(200...
).

Next, we used the bias-corrected confidence interval technique, which is appropriate when the sample collected is non-parametric, in order to analyze CROWD as a moderator variable for the model. The specific group results of a path coefficient are significantly different if the bias-corrected confidence intervals do not overlap (Sarstedt et al., 2011Sarstedt, M., Henseler, M., & Ringle, C. (2011). Multi-group analysis in Partial Least Squares (PLS) path modeling and empirical results. In M. Sarstedt, M. Schwaiger & C. R. Taylor (Eds.), Measurement and research methods in international marketing (Advances in International Marketing, Vol. 22, pp. 195-218). Bingley: Emerald Group Publishing. http://dx.doi.org/10.1108/S1474-7979(2011)0000022012.
http://dx.doi.org/10.1108/S1474-7979(201...
). To perform the analysis, we used the MGA tool, part of the SmartPLS, after splitting the sample into two groups: low and high crowding.

We calculated the item averages related to the CROWD scale for each respondent. As these items were designed to indicate a positive perception of crowding, according to the method by Li et al. (2017)Li, L., Zhang, J., Nian, S., & Zhang, H. (2017). Tourists’ perception of crowding, attractiveness, and satisfaction: a second-order structural model. Asia Pacific Journal of Tourism Research, 22(12), 1250-1260. http://dx.doi.org/10.1080/10941665.2017.1391305.
http://dx.doi.org/10.1080/10941665.2017....
, mean scores above 3 Likert points indicated high perceptions, whereas those equal to or less than 3 Likert points indicated low perceptions. We used this criterion to arrange the respondents into such groups.

4 Results

4.1 Descriptive analysis

Of the 417 respondents, 56.4% were male and 18.5% aged 25 to 29 years old. Regarding other factors, a significant proportion of respondents had not completed high school (33.6%); nearly half (49.6%) gave their religion as Catholic; and 48.2% stated they were married.

The majority of the respondents’ families comprised more than three people (55.2%). Regarding income, 40% said they receive less than 1 minimum wage; 34.3% exactly 1 minimum wage; and 16.3% between 1 and 2 minimum wages per month. It is significant to note that 8.4% of the respondents said they had no monthly income and none of the participants reported a personal income above three minimum wages. Such data reiterate the economic definition we have adopted in this study to characterize low-income markets.

4.2 Measurement model analysis

Once the path diagram was built, we conducted the CFA in order to assess construct loadings. Loadings between 0.5 and 0.7 are satisfactory (Hair et al., 2014bHair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014b). Partial least squares structural equation modeling (PLS-SEM): an emerging tool for business research. European Business Review, 26(2), 106-121. http://dx.doi.org/10.1108/EBR-10-2013-0128.
http://dx.doi.org/10.1108/EBR-10-2013-01...
). Table 2 shows the values obtained for each construct along with their mean and standard deviations (SD).

Table 2
Factor loading, mean and standard deviations.

According to the table, all factor loadings are satisfactory. Item C5 (0.581) has the lowest loading. As its value is above the lower limit discussed in the literature, we elected to keep it in the model.

Once this stage was completed, we assessed the multicollinearity level of the indicators by using the VIF, whose values must be less than 5.0 (Hair et al., 2011Hair, J. F., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. http://dx.doi.org/10.2753/MTP1069-6679190202.
http://dx.doi.org/10.2753/MTP1069-667919...
). It should be noted that the indicators referring to PHQ, which is a second-order construct, appear twice, as recommended by Hair et al. (2014b)Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014b). Partial least squares structural equation modeling (PLS-SEM): an emerging tool for business research. European Business Review, 26(2), 106-121. http://dx.doi.org/10.1108/EBR-10-2013-0128.
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. All the values are satisfactory, as shown in Table 3.

Table 3
Variance Inflation Factor (VIF).

The next step consisted of analyzing the quality measurement indicators: AVE and CR. The AVE values must be equal to 0.5 or higher (Hair et al., 2014bHair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014b). Partial least squares structural equation modeling (PLS-SEM): an emerging tool for business research. European Business Review, 26(2), 106-121. http://dx.doi.org/10.1108/EBR-10-2013-0128.
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) whereas the CR values must be greater than 0.6 (Sarstedt et al., 2014Sarstedt, M., Ringle, C., Smith, D., Reams, R., & Hair, J. F., Jr. (2014). Partial least squares structural equation modeling (PLS-SEM): a useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115. http://dx.doi.org/10.1016/j.jfbs.2014.01.002.
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). Table 4 shows the indicators for each model construct.

Table 4
AVE and CR for each construct.

All the construct CR values are satisfactory. This was also the case for the AVE values, except those referring to the R (0.467) and A (0.463) constructs, which are slightly less than 0.5. However, according to Fornell & Larcker (1981)Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. JMR, Journal of Marketing Research, 18(1), 39-50. http://dx.doi.org/10.1177/002224378101800104.
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, if the AVE value is slightly less than 0.6, but the CR value is greater than 0.6, the convergent validity of a construct may still be considered adequate. Therefore, we have verified the convergent validity of the model.

The final step of this analysis was to assess the discriminant validity of the model, which was carried out using the Fornell-Larcker criterion. The discriminant validity is established when the square root of the AVE of each construct is greater than the correlation coefficient between the constructs. Table 5 presents the matrix of values for this criterion.

Table 5
Discriminant validity (Fornell-Larcker criterion).

According to the table, all the quadratic values of the AVE’s latent constructs are superior to the value of the correlations. Thus, we have verified the discriminant validity of the model.

For all the stages of the Measurement Model Analysis, we obtained satisfactory results within the parameters discussed in the literature. Therefore, as a result, the Structural Model Analysis can be carried out.

4.3 Structural model analysis

In the first step of this analysis, we assessed the significance of the relationships between the constructs in the structural model. Hair et al. (2014b)Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014b). Partial least squares structural equation modeling (PLS-SEM): an emerging tool for business research. European Business Review, 26(2), 106-121. http://dx.doi.org/10.1108/EBR-10-2013-0128.
http://dx.doi.org/10.1108/EBR-10-2013-01...
suggest that if the path coefficient value is greater than 0.1, the t-value must be greater than 1.96 and the p-value less than 0.05 for the statistical significance of the hypothesis to be accepted. Table 6 presents the values of the path coefficients, t-value and p-value for each relationship in the model.

Table 6
Path coefficients and their significance.

Among the hypotheses established, the strongest relationship in the model was found between PHQ and PS, with a path coefficient equal to 0.663. T and R have the greatest influence on PHQ, whose path coefficients are respectively equal to 0.345 and 0.319. The statistical data also shows that E has the least influence on PHQ, with a coefficient of 0.215.

The second step was the assessment of the R2 of the structural model. Values above 0.26 are satisfactory (Sarstedt et al., 2014Sarstedt, M., Ringle, C., Smith, D., Reams, R., & Hair, J. F., Jr. (2014). Partial least squares structural equation modeling (PLS-SEM): a useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115. http://dx.doi.org/10.1016/j.jfbs.2014.01.002.
http://dx.doi.org/10.1016/j.jfbs.2014.01...
). We obtained an R2 equal to 0.439. Finally, we used the Q2 to assess the predictive capacity of each inner construct. Values above zero are acceptable (Henseler et al., 2009Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277-319. http://dx.doi.org/10.1108/S1474-7979(2009)0000020014.
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). The Q2 is 0.274 for PHQ and 0.271 for PS.

Figure 3 illustrates the validated research model with its path coefficients.

Figure 3
Validated research model.

4.4 Moderator variable analysis

The last stage of this analysis was an assessment of the moderating effect of Perceived Crowding on the relationships between the dimensions of quality and PHQ and between PHQ and PS. We divided the respondents into two groups according to their perception of crowding: low (48.9%) and high (51.1%) perceived crowding. In order to ensure that the measurement model remains valid even when applied to the groups, we have analyzed it for each one of groups separately.

In doing so, problems such as negative loadings of indicators, low internal consistency and discriminant validity were found, mainly for the group with lower crowding levels. Respondents with considerable differences in responses to indicators of the same construct were surveyed to eliminate potential outliers since in theory, the values of reflective indicators should converge. The literature recommends that removing outliers can improve PLS-SEM results (Leguina, 2015Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220-221. http://dx.doi.org/10.1080/1743727X.2015.1005806.
http://dx.doi.org/10.1080/1743727X.2015....
). Thus, respondents who had a standard deviation greater than 1 in any of the constructs were eliminated from the sample (Mashhadlou & Izadpanah, 2021Mashhadlou, H., & Izadpanah, S. (2021). Assessing Iranian EFL teachers’ educational performance based on gender and years of teaching experience. Language Testing in Asia, 11(1), 23. http://dx.doi.org/10.1186/s40468-021-00140-7.
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), obtaining a new sample size of n = 284. This new sample was used exclusively for the MGA, and the analysis of the general model was based on the complete sample. The results of the group measurement models improved significantly with this approach.

For the construction of groups for analysis of crowding moderation, we opted for the approach known as Extreme Groups Analysis (EGA), which allows greater levels of power in hypothesis tests (Preacher et al., 2005Preacher, K. J., MacCallum, R. C., Rucker, D. D., & Nicewander, W. A. (2005). Use of the extreme groups approach: A critical reexamination and new recommendations. Psychological Methods, 10(2), 178-192. http://dx.doi.org/10.1037/1082-989X.10.2.178. PMid:15998176.
http://dx.doi.org/10.1037/1082-989X.10.2...
). This technique has been employed in recent behavioral research (Emerson et al., 2022Emerson, E. J., Ford, R. C., & Simsek, K. D. (2022). The influence of baby boomers’ perceptions of well-being on their plan to age-in-place post-retirement. International Journal of Hospitality Management, 107, 103295. http://dx.doi.org/10.1016/j.ijhm.2022.103295.
http://dx.doi.org/10.1016/j.ijhm.2022.10...
; Zekan & Mazanec, 2022Zekan, B., & Mazanec, J. A. (2022). Efficient satisfaction building: a comparative study of ski resorts. Tourism Analysis, 27(4), 447-465. http://dx.doi.org/10.3727/108354222X16584499446094.
http://dx.doi.org/10.3727/108354222X1658...
; Murphy & Creux, 2021Murphy, K., & Creux, O. (2021). Examining the association between media multitasking, and performance on working memory and inhibition tasks. Computers in Human Behavior, 114, 106532. http://dx.doi.org/10.1016/j.chb.2020.106532.
http://dx.doi.org/10.1016/j.chb.2020.106...
). To compose the new sample, the 25% of respondents with the lowest average crowding and the 25% with the highest crowding levels were selected, thus obtaining subgroups of similar size. Thus, 50% of the sample with intermediate crowding characteristics was disregarded, to exacerbate potential effects, comparing groups with more significant differences.

The sample size of each group (n =74) obeys the 10-times rule in which the minimum sample must have at least 10 times the number of indicators in the formative construct with the largest number of variables. In this case, as the PHQ was formed by 5 other constructs, the minimum size required would be 50 respondents. Measurement models for low and high perceived crowding are found in Appendix A Appendix A Measurement and Structural Model Analysis for Low perceived crowding group. Figure A1. Validated research model (Low perceived crowding). Table A1 Factor loading, mean, standard deviations and VIF (Low perceived crowding). Item Loading Mean SD VIF R1 0.311 2.892 0.674 1.290 R1 - - - 1.700 R2 0.840 2.541 0.744 1.420 R2 - - - 2.156 R3 0.697 2.824 0.649 1.777 R3 - - - 1.337 R4 0.704 2.865 0.782 1.705 R4 - - - 1.359 R5 0.546 2.703 0.754 1.488 R5 - - - 2.041 A1 0.669 3.149 0.822 1.964 A1 - - - 1.493 A2 0.761 3.176 0.866 2.026 A2 - - - 1.477 A3 0.747 3.054 0.905 2.052 A3 - - - 1.542 A4 0.576 2.703 0.677 1.511 A4 - - - 1.209 A5 0.805 3.324 0.796 2.984 A5 - - - 2.009 T1 0.832 2.797 0.662 2.027 T1 - - - 1.236 T2 0.400 2.689 0.572 1.601 T2 - - - 1.049 T3 0.510 2.622 0.656 1.081 T3 - - - 1.461 T4 0.717 2.770 0.713 1.170 T4 - - - 1.542 E1 0.835 3.216 0.880 2.829 E1 - - - 1.736 E2 0.719 3.203 0.876 1.437 E2 - - - 2.029 E3 0.883 3.014 0.868 1.533 E3 - - - 2.137 RS1 0.542 2.568 0.723 1.277 RS1 - - - 2.057 RS2 0.829 2.865 0.669 2.153 RS2 - - - 1.011 RS3 0.546 2.622 0.696 1.268 RS3 - - - 1.996 PS1 0.700 2.824 0.694 1.049 PS2 0.621 2.892 0.632 1.051 PS3 0.682 2.608 0.699 1.060 CROWD1 - 3.081 0.717 - CROWD2 - 2.757 0.737 - CROWD3 - 3.027 0.662 - CROWD4 - 2.838 0.722 - CROWD5 - 2.432 0.723 - CROWD6 - 2.946 0.719 - CROWD7 - 2.365 0.732 - CROWD8 - 2.473 0.798 - Source: The authors, 2020 Table A2 AVE and CR for each construct (Low perceived crowding). Construct AVE CR R 0.416 0.767 A 0.513 0.839 T 0.407 0.718 E 0.664 0.855 RS 0.427 0.681 PS 0.447 0.707 Source: The authors, 2020. Table A3 Discriminant validity (Fornell-Larcker criterion - Low perceived crowding). A E R RS PS T A 0.716 E 0.658 0.815 R 0.218 0.265 0.645 RS 0.281 0.301 0.489 0.653 PS 0.483 0.510 0.531 0.533 0.669 T 0.253 0.276 0.475 0.651 0.528 0.638 Source: The authors, 2020. Table A4 Path coefficients and their significance (Low perceived crowding). Related constructs Path coefficient t-value p-value R → PHQ 0.284 3.549 0.000 A → PHQ 0.392 4.979 0.000 T → PHQ 0.238 4.096 0.000 E → PHQ 0.300 4.643 0.000 RS → PHQ 0.187 5.199 0.000 PHQ → PS 0.724 8.849 0.000 Source: The authors, 2020. and Appendix B Appendix B Measurement and Structural Model Analysis for High perceived crowding group. Figure B1 Validated research model (High perceived crowding). Table B1 Factor loading, mean, standard deviations and VIF (High perceived crowding). Item Loading Mean SD VIF R1 0.650 1.743 0.723 1.235 R1 - - - 2.048 R2 0.790 1.892 0.694 2.269 R2 - - - 1.624 R3 0.627 2.527 0.579 1.539 R3 - - - 1.337 R4 0.803 1.932 0.689 1.594 R4 - - - 2.671 R5 0.550 1.878 0.596 1.821 R5 - - - 1.304 A1 0.703 3.423 0.575 2.433 A1 - - - 1.316 A2 0.697 3.216 0.647 1.455 A2 - - - 1.854 A3 0.700 3.203 0.682 1.842 A3 - - - 1.441 A4 0.661 2.703 0.746 1.758 A4 - - - 1.295 A5 0.774 3.662 0.647 2.444 A5 - - - 1.541 T1 0.821 2.378 0.656 2.624 T1 - - - 3.675 T2 0.690 2.041 0.629 2.699 T2 - - - 2.202 T3 0.723 2.081 0.736 2.288 T3 - - - 2.777 T4 0.831 2.392 0.615 4.403 T4 - - - 2.688 E1 0.791 3.324 0.704 2.324 E1 - - - 1.526 E2 0.868 3.311 0.595 2.911 E2 - - - 1.777 E3 0.800 2.770 0.869 1.440 E3 - - - 3.081 RS1 0.749 1.622 0.696 1.577 RS1 - - - 1.199 RS2 0.767 2.378 0.676 1.088 RS2 - - - 3.205 RS3 0.582 2.770 0.837 1.130 RS3 - - - 1.588 PS1 0.918 2.635 0.674 1.870 PS2 0.825 2.770 0.837 1.756 PS3 0.370 2.554 0.813 1.137 CROWD1 - 3.081 0.717 - CROWD2 - 2.757 0.737 - CROWD3 - 3.027 0.662 - CROWD4 - 2.838 0.722 - CROWD5 - 2.432 0.723 - CROWD6 - 2.946 0.719 - CROWD7 - 2.365 0.732 - CROWD8 - 2.473 0.798 - Source: The authors, 2020. Table B2 AVE and CR for each construct (High perceived crowding). Construct AVE CR R 0.477 0.817 A 0.501 0.834 T 0.591 0.852 E 0.673 0.860 RS 0.496 0.745 PS 0.554 0.769 Source: The authors, 2020. Table B3 Discriminant validity (Fornell-Larcker criterion - High perceived crowding). A E R RS PS T A 0.709 E 0.633 0.820 R 0.627 0.539 0.691 RS 0.469 0.603 0.442 0.705 PS 0.569 0.549 0.602 0.459 0.744 T 0.495 0.518 0.403 0.543 0.533 0.769 Source: The authors, 2020. Table B4 Path coefficients and their significance (High perceived crowding). Related constructs Path coefficient t-value p-value R → PHQ 0.285 9.199 0.000 A → PHQ 0.313 9.842 0.000 T → PHQ 0.264 8.248 0.000 E → PHQ 0.249 10.785 0.000 RS → PHQ 0.149 5.975 0.000 PHQ → PS 0.698 12.268 0.000 Source: The authors, 2020. of this study respectively and demonstrate acceptable levels in all validity and reliability measures.

Once the model for each group was validated, the MGA was performed. Table 7 presents the bootstrapping results and path coefficients for each group.

Table 7
Bootstrapping results for MGA.

The results show that all t-values are greater than 1.96 and all p-value are less than 0.05, therefore, the path coefficients for each group in the MGA are statistically significant and satisfactory for the relations. Figure 4 features a comparison between the paths coefficients found within each group.

Figure 4
Path coefficients found during MGA.

Table 8 features the moderator variable analysis for both groups by using the bias-corrected confidence interval.

Table 8
Bias-corrected confidence interval analysis.

No significant difference between the groups was found, since the confidence intervals for each one of them overlapped (Sarstedt et al., 2011Sarstedt, M., Henseler, M., & Ringle, C. (2011). Multi-group analysis in Partial Least Squares (PLS) path modeling and empirical results. In M. Sarstedt, M. Schwaiger & C. R. Taylor (Eds.), Measurement and research methods in international marketing (Advances in International Marketing, Vol. 22, pp. 195-218). Bingley: Emerald Group Publishing. http://dx.doi.org/10.1108/S1474-7979(2011)0000022012.
http://dx.doi.org/10.1108/S1474-7979(201...
). Therefore, the results show that Perceived Crowding has no moderating effect on any of the relationships of the model.

5 Discussion

After analyzing both the Measurement and Structural models, along with the Determination Coefficient (R2) and the Validated Stone-Geisser Redundancy Measure (Q2), we can state that the research model as a whole has good predictive power.

Taking into account the statistical data, we can see that the first hypothesis developments (H1) were supported. Thus, each dimension of quality, e.g. Reliability (H1a), Assurance (H1b), Tangibles (H1c), Empathy (H1d) and Responsiveness (H1e) has a positive effect on Perceived Healthcare Quality (PHQ). Although these results were expected, they demonstrate the validity and reliability of adapting and applying the SERVPERF scale for studies regarding quality in healthcare, especially in the Brazilian context where development of these studies is still in progress, as discussed by Massuda et al. (2018)Massuda, A., Hone, T., Leles, F. A. G., Castro, M. C., & Atun, R. (2018). The Brazilian health system at crossroads: progress, crisis and resilience. BMJ Global Health, 3(4), e000829. http://dx.doi.org/10.1136/bmjgh-2018-000829. PMid:29997906.
http://dx.doi.org/10.1136/bmjgh-2018-000...
.

Moreover, all of the constructs have high values for their path coefficients. Kim (2019)Kim, J. (2019). Customers’ value co-creation with healthcare service network partners: the moderating effect of consumer vulnerability. Journal of Service Theory and Practice, 29(3), 309-328. http://dx.doi.org/10.1108/JSTP-08-2018-0178.
http://dx.doi.org/10.1108/JSTP-08-2018-0...
states that an assessment of quality in healthcare is a complex process, influenced by patient actions, emotions and expectations. Therefore, studies conducted in similar settings and subjects may present different outcomes. In our model, low-income patients perceived Tangibles to have the greatest influence on PHQ, followed by Reliability, Assurance, Responsiveness and Empathy. In contrast with our results, Tangibles were the least perceived construct of quality in the studies of low-income patients by Narang (2011)Narang, R. (2011). Determining quality of public health care services in rural India. Clinical Governance: An International Journal, 16(1), 35-49. and Akdere et al. (2020)Akdere, M., Top, M., & Tekingunduz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: the SERVPERF model. Total Quality Management & Business Excellence, 31(3-4), 342-352. http://dx.doi.org/10.1080/14783363.2018.1427501.
http://dx.doi.org/10.1080/14783363.2018....
, in the Indian and the Turkish public healthcare context, respectively.

Furthermore, the fact that Responsiveness and Empathy have the lowest values for the path coefficients indicates that these dimensions must be a priority for BHU management, if the overall quality of healthcare services is to be improved. According to Verleye et al. (2017)Verleye, K., Jaakkola, E., Hodgkinson, I. R., Jun, G. T., Odekerken-Schröder, G., & Quist, J. (2017). What causes imbalance in complex service networks? Evidence from a public health service. Journal of Service Management, 28(1), 34-56. http://dx.doi.org/10.1108/JOSM-03-2016-0077.
http://dx.doi.org/10.1108/JOSM-03-2016-0...
, public healthcare managers must take a proactive role when it comes to managing quality, especially concerning low-income patients.

According to Badri et al. (2009)Badri, M. A., Attia, S. T., & Ustadi, A. M. (2009). Healthcare quality and moderators of patient satisfaction: testing for causality. International Journal of Health Care Quality Assurance, 22(4), 382-410. http://dx.doi.org/10.1108/09526860910964843. PMid:19725210.
http://dx.doi.org/10.1108/09526860910964...
, patient satisfaction is defined by the assessment of different dimensions of healthcare services, in which the cure is the expected main goal. Moliner (2009)Moliner, M. A. (2009). Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1), 76-97. http://dx.doi.org/10.1108/09564230910936869.
http://dx.doi.org/10.1108/09564230910936...
states that in the case of low-income patients this assessment is mainly based on their perceptions, as they experience health services on a more emotional level. The statistics show that the path coefficient between PHQ and PS has the highest value in our model. This result, associated with t and p-values, supports the second hypothesis (H2) of our study, according to which perceived healthcare quality has a positive effect on patient satisfaction.

Thus, PHQ is an antecedent of PS, e.g., the better the service quality, the more satisfied a patient will be and vice-versa. Moreover, this relationship must be constantly assessed and improved in order to raise the excellence of the service by creating value for a patient at the moment it is provided.

As discussed by Dion (2004)Dion, D. (2004). Personal control and coping with retail crowding. International Journal of Service Industry Management, 15(3), 250-263. http://dx.doi.org/10.1108/09564230410540926.
http://dx.doi.org/10.1108/09564230410540...
, Perceived Crowding (CROWD) is the emotional reaction caused by stress in a place with a high concentration of people and that might cause negative emotions. Widely studied in the retail sector, crowding has become a common concern among researchers and health professionals who have analyzed it through time studies and optimal resource allocation (van der Linden et al., 2019van der Linden, M. C., van Ufford, H. M. E., & van der Linden, N. N. (2019). The impact of multimodal intervention on emergency department crowding and patient flow. International Journal of Emergency Medicine, 12(1), 21. http://dx.doi.org/10.1186/s12245-019-0238-7. PMid:31455260.
http://dx.doi.org/10.1186/s12245-019-023...
; Wang et al., 2017Wang, H., Kline, J. A., Jackson, B. E., Robinson, R. D., Sullivan, M., Holmes, M., Watson, K. A., Cowden, C. D., Philips, J. L., Schrader, C. D., Leuck, J., & Zenarosa, N. (2017). The role of patient perception of crowding in the determination of real-time patient satisfaction at Emergency Department. International Journal for Quality in Health Care, 29(5), 722-727. http://dx.doi.org/10.1093/intqhc/mzx097. PMid:28992161.
http://dx.doi.org/10.1093/intqhc/mzx097...
; Boyle et al., 2015Boyle, A., Coleman, J., Sultan, Y., Dhakshinamoorthy, V., O’Keeffe, J., Raut, P., & Beniuk, K. (2015). Initial validation of the International Crowding Measure in Emergency Departments (ICMED) to measure emergency department crowding. Emergency Medicine Journal, 32(2), 105-108. http://dx.doi.org/10.1136/emermed-2013-202849. PMid:24008146.
http://dx.doi.org/10.1136/emermed-2013-2...
).

In order to approach this topic from a new perspective, we tested CROWD as a moderating variable between the constructs in our model by using two groups - low and high perceived crowding -, devised according to patient perception of crowding. After analysing the statistical data of a subsample of our data, we concluded that this variable has no moderating effect on every relationship in the model. Hence, we can say that our third hypothesis (H3), which states that the relationship between the dimensions of quality and perceived healthcare quality is significantly more negative when perceived crowding is high, is not supported, as CROWD moderates no relationship between the constructs of the PHQ.

This result can be explained based on the inherent characteristics of the low-income communities, in particular, on their perception of healthcare provision in public establishments.

According to Bhattacharjee et al. (2017)Bhattacharjee, A., Shin, J. K., Subramanian, C., & Swaminathan, S. (2017). Healthcare investiment and income inequality. Journal of Health Economics, 56, 163-177. http://dx.doi.org/10.1016/j.jhealeco.2017.08.007. PMid:29055188.
http://dx.doi.org/10.1016/j.jhealeco.201...
, the perception regarding these services is so negative that lead low-income patients to shy away from receiving any kind of treatment. Moreover, Archibong et al. (2020)Archibong, E. P., Bassey, G. E., Isokon, B. E., & Eneji, R. (2020). Income level and healthcare utilization in Calabar Metropolis of Cross River State, Nigeria. Heliyon, 6(9), e04983. http://dx.doi.org/10.1016/j.heliyon.2020.e04983. PMid:33015387.
http://dx.doi.org/10.1016/j.heliyon.2020...
state that low-income people perceive public healthcare services as of poor quality and they are provided in a crowded environment in which long queues are usual and there is little sympathy between doctors and patients.

Thus, as the patients already expected to receive a poor quality care in an unattractive environment, their perception of crowding - either high or low - did not influence the way they perceive the different dimensions of healthcare quality.

Similarly, we could also conclude that the fourth hypothesis (H4) of our study, according to which the relationship between perceived healthcare quality and patient satisfaction is significantly more negative when perceived crowding is high, is not supported either. As discussed by Naidu (2009)Naidu, A. (2009). Factor affecting patient satisfaction and healthcare quality. International Journal of Health Care Quality Assurance, 22(4), 366-381. http://dx.doi.org/10.1108/09526860910964834. PMid:19725209.
http://dx.doi.org/10.1108/09526860910964...
, patients tends to weigh their satisfaction towards healthcare services based on their previous experiences. Hence, we can explain this result by the stigma of poor service that surrounds public healthcare and its impact on patient satisfaction. As the low income patients’ previous experience with public healthcare delivery has likely been negative and left them unsatisfied, they already expect not to feel satisfied when coming back for receiving treatment and their perception of crowding has no influence on this regard.

Nevertheless, we would like to stress that, even though both H3 and H4 were not supported, it is important to assess crowding in healthcare, especially in a complex and dynamic environment as it is the Brazilian public healthcare context and even more important from the perspective of low-income patients.

6 Final remarks

The main objective of this paper was to assess relationships between the perceived quality and satisfaction of low-income patients towards the Brazilian Unified Health System under the moderating effect of perceived crowding. After analyzing the statistical data, we could see that all quality dimensions have positive and significant relationships with PHQ, which, in turn, has a significant effect on PS.

However, the results did not support the hypothesis that CROWD has a moderating effect on all the relationships between the constructs. Thus, the results were unable to show that patients tend to be less satisfied with service quality, which equally decreases when the perception of crowding is high.

Our findings enhance academic understanding of the factors regarding quality in public healthcare from the perception of low-income patients. Moreover, we have demonstrated the validity and reliability of adopting and applying the SERVPERF scale for studies regarding quality in the context of Brazilian healthcare and, thus, we would encourage researchers and health professionals to develop new studies on the subject in the country.

Although the effect of crowding is widely studied in retailing, its study in healthcare is still ‘work in progress’ and mainly focuses on measuring the duration of the internal processes of service providers, and suggesting ways to reduce it. Our study differs from previous work by developing a research model in which perceived crowding is tested as a moderating variable in a specific population segment, that is, people on low incomes, being of the first to evaluate the theme.

Even though moderation did not occur, our model is a contribution to the field of MGA, since it serves as a window to understanding how CROWD affects both PHQ and PS in public healthcare and deepens the discussion on how people on low incomes perceive crowded environments outside of retailing.

In terms of managerial contributions, our study highlights the dimensions of quality which have the lowest performance, thus helping managers to understand the factors which directly impact PHQ and, consequently, PS. As public healthcare establishments regularly suffer from a lack of resources, policy makers can use our results to direct efforts and resources, both human and financial, assertively, re-establishing quality dimensions through improvement projects. Also, understanding crowding in healthcare environments can help devise alternatives to minimize it, such as the development of a scheduling system and the adoption of a standardized color scale which identifies and prioritizes each patient’s urgency of care, thereby reducing queue waiting times.

Finally, the restrictions of our study and research avenues should be acknowledged. Although we collected data in loco, our sample is still non-probabilistic and by convenience, thus one has to be careful when generalizing the results obtained, given that they only reflect the perception of a single low-income population regarding healthcare and not the view of every single person of this segment. The size of the public healthcare establishment and the data collection period are other restrictions of our study, as we restricted our analysis to a single BHU over the period of a month.

We recommend, therefore, that future studies include more than one BHU in their scopes and extend the data collection period for a couple of months. Additionally, our study could be replicated in larger public healthcare establishments, such as hospitals placed in huge urban centers, which serve low-income communities. Further studies should also continue to explore possible differences in the relationship between groups of patients divided by perceived crowding. Furthermore, they should test new moderator variables in the research model, such as age and gender, in order to assess significant differences between them.

Considering that our study was conducted prior to the COVID-19 outbreak, we suggest that our work be repeated within the present context, in order to test whether there are indeed differences in the proposed relationships of the model. The situation experienced may have changed people’s level of demand for quality and health services, taking into account other variables that may be affecting this relationship more, such as waiting lists, the type of disease, or even the fact of being attended by a doctor ‘face to face’. Finally, the pandemic context has made understanding how crowding affects healthcare settings and how low-income patients perceive it even more important.

Appendix A Measurement and Structural Model Analysis for Low perceived crowding group.

Figure A1.
Validated research model (Low perceived crowding).
Table A1
Factor loading, mean, standard deviations and VIF (Low perceived crowding).
Table A2
AVE and CR for each construct (Low perceived crowding).
Table A3
Discriminant validity (Fornell-Larcker criterion - Low perceived crowding).
Table A4
Path coefficients and their significance (Low perceived crowding).

Appendix B Measurement and Structural Model Analysis for High perceived crowding group.

Figure B1
Validated research model (High perceived crowding).
Table B1
Factor loading, mean, standard deviations and VIF (High perceived crowding).
Table B2
AVE and CR for each construct (High perceived crowding).
Table B3
Discriminant validity (Fornell-Larcker criterion - High perceived crowding).
Table B4
Path coefficients and their significance (High perceived crowding).
  • Financial support: None.
  • How to cite: Marcato, J. G., Silva, H. M. R., Luiz, O. R., Mariano, E. B., & Paro, C. E. (2023). Modeling quality, satisfaction and perceived crowding in public healthcare: a study with low-income Brazilian patients. Gestão & Produção, 30, e10722. https://doi.org/10.1590/1806-9649-2022v30e10722

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Publication Dates

  • Publication in this collection
    28 Apr 2023
  • Date of issue
    2023

History

  • Received
    23 Jan 2023
  • Accepted
    13 Mar 2023
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