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With increasing knowledge and self-confidence of patients, doctors need to be more responsivene and friendly as well as show respect and emotional support towards their patients, to improve their trust, satisfaction, and loyalty.
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This page is a summary of: It takes two to tango! Interactive impact of service provider behaviours and customer characteristics on key service outcomes, International Journal of Pharmaceutical and Healthcare Marketing, December 2025, Emerald,
DOI: 10.1108/ijphm-04-2025-0057.
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