Faculty Publications


Modeling consumer health plan choice behavior to improve customer value and health plan market share.

SelectedWorks Author Profiles:

Karin Braunsberger

Document Type


Publication Date


Date Issued

January 2000

Date Available

May 2013




The ability of health-care providers and insurers to survive in today’s highly competitive market requires that they thoroughly understand marketplace needs and use that information to deliver true customer value. The objective of the present study is to illustrate how choice-based conjoint analysis can be used to create health plans that optimize value for consumers and market share for managed care organizations. The use of choice-based conjoint analysis takes the guesswork out of health plan design and promotion. By offering insight into consumer reactions to the range of plan feature choices, the research program presented in this article can help to increase consumer satisfaction while aiding health plans to reach their objectives as well. The elimination of crises and ad hoc decision making raises the effectiveness and efficiency of managed care programs.


Abstract only. Full-text article is available through licensed access provided by the publisher. Published in Journal of Business Research, 48(3), 247-257. Members of the USF System may access the full-text of the article through the authenticated link provided.




Elsevier Science Inc.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.