Professional service relationships: a multi‐context study of factors impacting satisfaction, re‐patronization, and recommendations

Distinct difference between professional services and other types of service may increase customer reliance on social aspects of the relationship as a means to increase satisfaction with the service encounter. These services are characterized by one‐on‐one interactions involving repeated, frequent encounters with the same professional service provider and contain differences including: complexity, the intimate nature of exchange, and co‐production of service outcomes by both the client and the service provider. This study investigates the relative impact of technical and functional (social) aspects of professional service relationships on client satisfaction in four different professional services contexts. Findings support the positive impact of social aspects of the relationship on satisfaction in all four contexts, however, the strength of the association varies with context. The more classically professional occupations, like medicine, show a stronger relationship between social aspects of the relationship and satisfaction than less professional occupations, such as hairstyling. Social aspects also affect positive organizational outcomes, specifically positive word‐of‐mouth and re‐patronization intentions, in three of the four contexts.