In this study, the term “relationship” is decomposed into formal and informal components, which better reflects the nature of service interactions. This paper intends to compare if either/both of these components are utilized (more) during interactions. Survey data is collected from 193 respondents. Both service partners are included in the analyses, with the recognition that co-creation is possible only through the active participation of both partners involved. Results indicate that both patients and physicians utilize formal relationship behavior more, but they both increase the level of informality when the other service partner behaves positively. Patients and physicians can use these results to shape their interactive behavior so that mutually satisfactory outcomes are obtained.
Bu çalışmada, “ilişki” kavramı, hizmet etkileşimlerinin daha iyi anlaşılmasını sağlamak üzere, formel ve enformel bileşenlerine ayrılmıştır. Amaç, bu bileşenlerden herhangi birinin veya ikisinin (daha fazla) kullanılıp kullanılmadığı konusunda karşılaştırma yapabilmektir. 193 katılımcıdan anket verisi toplanmıştır. Ortak değer yaratımının her iki partnerin de aktif katılımıyla mümkün olduğu yaklaşımıyla, çalışmaya hizmet ilişkisindeki her iki taraf da dâhil edilmiştir. Bulgulara göre hem hastalar hem hekimler daha fazla formel ilişki davranışında bulunmaktadır; ancak ister hasta, ister hekim olsun, karşı partner daha olumlu bir davranış içerisinde oldukça daha enformel davranmaktadır. Hekimler ve hastalar bu çalışmanın bulgularından faydalanarak karşılıklı tatmin eden bir hizmet çıktısı için etkileşim davranışlarını şekillendirebileceği düşünülmektedir.
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