The absence of customer value in the healthcare sector

The healthcare system faces challenges nowadays. One of these challenges is the absence of an understanding and use of customer value. A qualitative research has been conducted in order to discover the customer value of a specific part of this healthcare sector, which is in this research the extramural elderly care. This research was structured by using the consumer decision making process in order to discover the customer value of this target audience. This process has been analyzed and therefore also the values of the customers of this target audience have been found. The values that are important to customers of this specific target audience are very diverse. The most important values are the social part of interaction between the customer and employee, a feeling of safety and flexibility of the personnel. This research can improve the value offering to this target audience and enhance business for relevant organizations within the healthcare. Other significant discoveries are an absence of the use of digital media and an absence of internal information search by the target audience within the consumer decision making process.