Beneficiaries’ satisfaction in the use of health plans

Abstract

This study discusses the importance of the beneficiaries’ perception above the level of satisfaction regarding the services provided by health insurance companies and, how they use the strategy of customer retention through the practice of relationship marketing. The data for the analysis were collected through a questionnaire applied online. The beneficiaries’ satisfaction was considered in relation to the waiting time, the range of services offered and the relationship with health professionals. The results indicate that beneficiaries feel satisfied with the contracted health plans and the value perceived by customers, when taken into account, is a fundamental tool to improve the quality of the services.