The impact of perceived price fairness by patients on price acceptance for medical services provided by the satisfaction and loyalty

Introduction: Patients perceived price fairness for the service provided an important element of marketing hospitals or health care provider organizations. To establish a fair system of pay for performance in a healthy market, a stable income and high performance centers is essential. The aim of this study was to determine the effect of perceived price fairness on satisfaction and loyalty through the services offered price acceptance the city's private hospitals. Methods: This research according to purpose is the application and the descriptive – survey based on structural equation model. The study population consisted of patients (customers) of the private medical centers in the Isfahan city that questionnaires are randomly distributed among the 345 people of these customers. Tool for data collection was based on standard questionnaire these validity and reliability were confirm based at expert and Cronbach’s alph. Method for data collecting was randomly classified and kind of result analysis was based on critical value and fitness index. In addition, the data were analyzed using SPSS18 and Amos 20. Results: The results is supporting of the effect of perceived price fairness on customer satisfaction (β= 0.48) and loyalty (β= 0.34). The data analysis showed that customer satisfaction (β= 0.39) and loyalty (β= 0.42) are two factors to predicting for price acceptance. conclusion: Regarding the effect of perceived price fairness on satisfaction, loyalty and acceptance price of medical services provided by the centers, it is recommended that the management of this center have required considering and comprehensive the price health care provided and as possible by providing marketing guidelines providing feel the price acceptance for patients through Satisfaction and loyalty.