TY - JOUR
T1 - Like me... like me not: The role of physician likability on service evaluations
AU - Jayanti, Rama
AU - Whipple, Thomas W.
PY - 2008/12/1
Y1 - 2008/12/1
N2 - The authors investigate the influence of physician likability on service evaluations. Past research suggests that source likability is a peripheral cue and as such might be inappropriate for high-involvement services. However, the present study suggests that, given positive performance, physician likability has a significant influence on service evaluations. Managerial implications and future research directions conclude the paper. © 2008 M.E. Sharpe, Inc. All rights reserved.
AB - The authors investigate the influence of physician likability on service evaluations. Past research suggests that source likability is a peripheral cue and as such might be inappropriate for high-involvement services. However, the present study suggests that, given positive performance, physician likability has a significant influence on service evaluations. Managerial implications and future research directions conclude the paper. © 2008 M.E. Sharpe, Inc. All rights reserved.
UR - https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=40049112572&origin=inward
UR - https://www.scopus.com/inward/citedby.uri?partnerID=HzOxMe3b&scp=40049112572&origin=inward
U2 - 10.2753/MTP1069-6679160106
DO - 10.2753/MTP1069-6679160106
M3 - Article
SN - 1069-6679
VL - 16
SP - 79
EP - 86
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 1
ER -