A Qualitative Study of Consumers’ Perceptions of the Affordable Care Act

Abstract

Purpose: This study explores consumers’ perceptions of the Affordable Care Act and its role in facilitating health insurance coverage for all Americans. Moreover, this research also examines how Hispanic consumers along the southern border of the United States and Mexico cope with healthcare related challenges. Design/Methodology: Narrative and observation research methods are employed to understand customers’ experiences and emotions regarding healthcare issues. We first read the excerpts to develop an initial understanding of the participants’ experience about healthcare. Then narrative analysis was conducted to further deconstruct participants’ stories. Findings: Results show that although some Hispanic consumers in the United States hold negative views toward the ACA, they perceive the AHCA as a less favorable alternative. Additionally, the study reveals idiosyncratic coping mechanisms of uninsured Hispanic consumers along the Mexican border. Originality: The study explores new servicescape elements that enhance the services marketing literature related to healthcare.