Private health insurance customer satisfaction. A consumer behavior exploratory study based on structural equation modeling

Abstract In the glocalization context, private health insurance local and international companies invested in Romania for over two decades, nevertheless adoption rate country was lowest region. The purpose of this research is to analyze understand phenomena behind customer satisfaction, designing a cognitive model identifying functional relationships between elements. literature review provides various models that are related from buying decision process perceived values, service consequence expected values determines satisfaction. developed conceptual six dimensions, including output variable block base developing questionnaire. Developed on structural equation modeling approach, quantitative results depict how satisfaction mediating consumer behavior. Consequently, provider needs adapt its products increase people’s motivation purchase such product and, after acquisition, improve covered services beneficiaries’ level generic contribution paper brings present industry valences years 2017-2019 relationship attributes, Customer Behavior Consumer Satisfaction.