In the medical service industry,as a result of continuous enrichment of information resource and enhancement of customers' willingness and ability to actively search information,the traditional relationship between patients and medical service providers have been changed,which ultimately affects medical service performance.The current research examines the important role of customer role orientation in service participation from the perspective of customer proactive socialization.Through the investigation of 350 patients in five hospitals in a central Chinese city,it is verified that the influence of different customer proactive socialization on customer compliance and satisfaction is mediated by role orientation,and which is moderated by service communication style.%基于病患与医疗服务提供者之间的交互关系的改变对医疗服务结果的影响,研究了顾客主动社会化对医疗服务参与过程的影响,发现顾客的正式和非正式社会化活动影响了顾客角色定位,进而影响到顾客遵从和服务结果满意度.同时,服务者沟通风格调节了顾客角色定位对顾客遵从的影响.
展开▼
