Análisis de comportamiento de compra de seguros médicos en la ciudad de Lago Agrio.

Abstract

The main objective of the study is to examine the pattern of health insurance acquisition in the Lago Agrio city. The methodology was mixed: exploratory research with a preliminary approach to the object of study through focus groups and in-depth structured interviews; and conclusive descriptive to identify the relevant characteristics of the topic under investigation, using a structured survey as an instrument. The selected probabilistic sample consisted of 380 health insurance users, which is representative for the economically active and employed population of the Lago Agrio city, which consists of 34,895. Meanwhile, the interview was carried out with two experts in the area of provision. of medical services to users and the focus group to 7 real and potential clients. The results revealed determining factors in the choice of health insurance in Lago Agrio, such as price, quality and breadth of medical coverage, customer experience and simplification of processes were identified as crucial aspects. In addition, preferences for specific companies such as BMI, Medec, ProAssimed and Medi were highlighted. Likewise, customer expectations focused on aspects such as access to detailed information, clarity in communications, optimized waiting times and effective customer service. It is concluded that, although there are generally positive perceptions towards medical insurance, areas for improvement are identified, such as communication and waiting times.