Correlational study of the factors that influence in the recommendation and loyalty of patients of aesthetic medicine Medellin Colombia, 2014/Estudio correlacional de los factores que influyen en la recomendación y la lealtad de pacientes de medicina estética Medellín Colombia, 2014/Etude correlationnelle des facteurs qui influencent la recommandation et la loyaute de patients de medecine esthetique a Medellin, Colombie, 2014

Aesthetic procedures have gained high relevance within health services offer, becoming consolidated as an attractive market that requires assessment in order to improve its services and thus attracting and keeping its users. This research identified the factors that influence processes of recommendation and loyalty produced within the medic-patient relationship in aesthetic medicine, among which the quality of the relationship, trust, satisfaction and perceived value are addressed. Afterwards, a model of relationships among constructs was proposed, which is contrasted against a sample of 391 patients of Medellin's (Colombia) metropolitan area. A confirmatory factorial analysis was carried out in order to guarantee the reliability and validity of the measurement scales, which allowed to contrast the hypotheses by means of a structural equations analysis. Once the factorial correlation is revised, proof is shown for the existence of an influence relationship of constructs such as perceived value, satisfaction and the quality of the medic-patient relationship in loyalty, and also that satisfaction and loyalty, in turn, directly influence recommendations. Keywords: Health, Aesthetic medicine, Satisfaction, Trust, Loyalty, Recommendation, Relationship quality, Perceived value. Los procedimientos esteticos han tornado gran relevancia dentro de la oferta de servicios de salud, consolidan-dose como un mercado atractivo que requiere evaluarse para mejorar el servicio y asi atraer y mantener sus usuarios. Esta investigacion identified los factores que influyen sobre los procesos de recomendacion y lealtad que se producen en la relacion medico-paciente en la medicina estetica, entre los que se abordaron la calidad de la relacion, la confianza, la satisfaccion y el valor percibido. Posteriormente se propuso un modelo de relaciones entre los constructos, el cual es contrastado con una muestra de 391 pacientes del area metropolitana de Medellin (Colombia); se desarrollo un analisis factorial confirmatorio para garantizar la fiabilidad y validez de las escalas de medida, permitiendo contrastar las hipotesis mediante un analisis de ecuaciones estructurales. Una vez revisada la correlacion factorial se evidencia que existe una relacion de influencia de constructos como el valor percibido, la satisfaccion, y la calidad de la relacion medico-paciente en la lealtad; y que la satisfaccion y la lealtad a su vez, influyen de forma directa en la recomendacion. Palabras clave: Sal