Title: Mediating role of emotion in personalised relationship formation: study of patient-physician relationship

Authors: Praveen Kumar; Ashok Pratap Arora; Rajen Gupta

Addresses: JSS Centre for Management Studies, JSS Technical Institution Campus, Manasa Gangothri, Mysore, Karnataka, 570006, India ' Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon – 122 007, India ' Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon – 122 007, India

Abstract: The paper tests a comprehensive model that explains relative influence of 'professional service provider behaviour' and 'customer emotions' on 'relationship', 'satisfaction', and its subsequent influence on 'post purchase behaviour' in the high contact, high credence extended service situations. One-on-one interviews with 256 patients were used to construct and validate relationships using the structural equation model. The results suggest that customers' positive appraisal of essential service provider behaviour results in customer satisfaction and re-patronisation intention. Customers' perception of relationship with the service provider which is consequent of service providers' interpersonal behaviour and customer experience of positive emotions in service interaction result in customer advocacy.

Keywords: patient-physician interaction; customer satisfaction; customer relationships; emotion; physician behaviour; mediating role; relationship formation; patient-doctor relationship; customer emotions; patients; structural equation modelling; SEM; service providers; service provider behaviour; interpersonal behaviour; healthcare services; healthcare provision.

DOI: 10.1504/IJICBM.2014.062485

International Journal of Indian Culture and Business Management, 2014 Vol.8 No.4, pp.495 - 518

Published online: 24 Jul 2014 *

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