Hierarchy of customer goals: conceptual framework and new insights

Purpose The purpose of this paper is to: (1) better understand the structure (hierarchy) of customer goals providing conceptual clarity; and (2) propose a hierarchy of customer goals conceptual framework that explicates how healthcare customer goals are linked to drivers and outcomes, thus building theory and informing practice. Design/methodology/approach The research draws on 21 in-depth interviews of patients with a chronic disease. Drawing...