Antiservce and Healthcare Consumers: a Tale of Two Environments

Paul Hill, Dartmouth-Hitchcock Medical Center, USA
Ron Hill, Villanova School of Business, USA
Most consumer behavior researchers and service marketing scholars believe that business firms seek to establish and maintain positive and long-lasting relationships with consumers. This perspective holds for many exchange relationships, but studies demonstrate that an antiservice mentality is more widespread than previously recognized, greatly impacting consumption and quality of life.
[ to cite ]:
Paul Hill and Ron Hill (2015) ,"Antiservce and Healthcare Consumers: a Tale of Two Environments", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 555-556.