This study aims to examine how the number of choices consumers have influences provider satisfaction, plan satisfaction and positive word-of-mouth (WOM) in the health insurance industry.,Partial least squares (PLS) and structural equation modeling (SmartPLS) was used to conduct multi-group analysis to analyze the structural models. Data were collected online using Amazon mechanical turk, resulting in 425 respondents.,This study finds that the number of choices consumers have impacts the strength of provider and plan satisfaction and positive WOM. Also, this study finds that provider satisfaction is generally more impactful than plan satisfaction when generating positive WOM.,This study extends reactance theory, satisfaction and WOM based on choice options to the health insurance industry where credence attributes are prevalent and the analysis includes two satisfaction constructs in the structural model, whereas multiple satisfaction constructs are often overlooked.

中文翻译：

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满意和口口相传：服务业的观点

这项研究旨在研究消费者的选择数量如何影响健康保险行业中的提供者满意度，计划满意度和正面口碑（WOM）。使用偏最小二乘（PLS）和结构方程模型（SmartPLS）进行多组分析，以分析结构模型。这项数据是使用Amazon机械土耳其人在线收集的，共有425名受访者。该研究发现，消费者选择的数量影响了提供商的实力，计划满意度和积极的WOM。此外，这项研究还发现，在产生积极的WOM时，提供者的满意度通常比计划的满意度更具影响力。