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| The Effect of Customer Proactive Socialization on Customer Compliance and Satisfaction: The Mediating Effect of Role Orientation |
| XU Lan，ZHANG Lei，GUAN Cuiling，ZHANG Hui |
| 1.Wuhan University, Wuhan, China; 2.Hubei University of Chinese Medicine， Wuhan, China; 3. Chinese Medicine Development Research Centre，Wuhan, China;4.Hubei Engineering University, Xiaogan, Hubei, China |
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Abstract 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.
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Received: 11 April 2016
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