Epsilon Archive for Student Projects

Abstract

Elective plastic surgery represents a high-involvement and emotionally sensitive consumer decision in which trust and perceived competence play central roles. Despite the growing demand for aesthetic procedures, the decision-making process behind the choice of surgeon and clinic remains insufficiently understood. The purpose of this study was therefore to examine which factors consumers perceive as most decisive when choosing a surgeon and clinic for elective plastic surgery.

The study was conducted using a quantitative survey design complemented by qualitative open-ended responses. Data were collected through an online questionnaire distributed via mass email to former patients who had undergone elective plastic surgery at Caroviva between 2019 and 2026. A total of 35 completed responses were included in the study. The questionnaire examined the significance of perceived surgeon competence, professional conduct of the surgeon, professional conduct of clinic staff, price, and pre- and post-operative images in consumer decision-making.

The findings demonstrate that perceived surgeon competence and professional conduct of the surgeon were among the most influential factors throughout the decision-making process. Respondents consistently prioritized perceived surgeon competence and professional conduct over financial considerations. Professional treatment from both the surgeon and clinic staff also appeared highly significant in creating feelings of confidence and reassurance. Price and pre- and post-operative images were perceived as comparatively less influential.

The findings are consistent with Perceived Risk Theory and Multi-Attribute Utility Theory (MAUT), suggesting that the respondents evaluated several of the selected attributes when choosing a surgeon and clinic for elective plastic surgery. The study contributes to a deeper understanding of consumer decision-making within elective plastic surgery and highlights the importance of perceived surgeon competence, professional conduct of the surgeon, and professional conduct of clinic staff among the respondents included in the study.