Latent variables in conjoint measurement - a case of healthcare market in Poland

The paper focuses on the application of additive measurement models with latent variables into the analysis of customer preferences' structure. The patient choices refer, in this case, to ambulatory healthcare market. The background of the analysis is the changing attitude towards patients as clients in healthcare sector in Poland. The study is based on the empirical evidence gathered in the poll conducted in the West Pomeranian Region. The study revealed that the most preferred profile of the healthcare unit is the one described by: free care with average accessibility, good image, highly recommended, and high complexity of the healthcare services.