Service Provider Hesitation in Credence Services: The Importance of Customer Expectations?. Issue 4 (2nd October 2022)

• Record Type: Journal Article
• Authors: Fuller, Rachel; Pervan, Simon; Kunstler, Breanne; Merolli, Mark
• Is Part Of: Services marketing quarterly. Volume 43:Issue 4(2022)
• Page Start: 504
• Page End: 519
• Publication Date: 2022-10-02
• Subjects: Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2021.1994194
• Languages: English
• ISSNs: 1533-2969

Abstract

Abstract: This research examines a novel reason for service providers withholding aspects of optimal service quality: hesitation. Previous research has shown that physiotherapists often hold back on delivering non-treatment based physical activity (NTPA) advice over concerns that it is not welcomed by patients. Using a survey method (N = 587), we found that users and non-users of physiotherapy find it likely and important to receive NTPA advice; NTPA is also positively linked to satisfaction. This study debates hesitation as a possible disconnect between customer expectations of value that is co-created in the physiotherapy clinic ("joint sphere") vs. the outside of the clinic ("customer sphere").