Identifying and Evaluating the Decision-Making Styles of Patients Referring to Specialty and Subspecialty Clinics in Iran

Background: Decision-making is a complex process, and many factors are involved in it. Identifying consumer decision-making styles provides insights that can serve a basis for managers to make decisions about how to deliver goods and services. Objectives: This study aimed to investigate the decision-making styles of patients referring to specialty and subspecialty clinics in Iran. Methods: In this study, a qualitative-quantitative approach was used. In the qualitative phase, through the Delphi method, important factors in patients’ decision-making in selecting different clinics were identified in three rounds. In the quantitative part of the study, a questionnaire consisting of 48 questions was prepared using factors identified in the qualitative section. Finally, 460 questionnaires were collected. Exploratory factor analysis using varimax rotation was used to summarize factors and extract decision-making styles. Results: The results identified 10 decision-making styles among patients referring to specialty and subspecialty clinics in Iran. Conclusions: Compared to previous research and the list of decision-making styles (CSI), the results showed that the two styles of being/inclining and paying attention to entertainment/recreation were not found among patients referring to clinics in this study. Each of the three styles of perfectionism/high-quality sensitivity, brand sensitivity, and habitual loyalty shopping was identified in two separate dimensions, and the style of coercion/lack of choice was identified in this study for the first time. Keywords: