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The role of rapport in professional services: antecedents and outcomes

Gerrard Macintosh (College of Business, North Dakota State University, Fargo, North Dakota, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 24 April 2009

4569

Abstract

Purpose

This research seeks to test a model examining the antecedents and outcomes of interpersonal rapport in a professional service context. The four antecedents examined are familiarity, mutual self‐disclosure, extras, and common grounding, and the outcomes examined are trust, satisfaction, and word‐of‐mouth communication.

Design/methodology/approach

The study employs a survey methodology to obtain the opinions of 121 dental patients regarding their relationships with dental professionals. The hypothesized relationships in the model were tested using structural equation modeling (SEM).

Findings

The research findings indicated that all four antecedents were positively related to rapport. Rapport was also found to be related to customer satisfaction and word‐of‐mouth communication, but rapport was not found to be related to trust. Post hoc analysis suggests that rapport appears to be related to trust early in relationships, then becomes less important, but re‐emerges as a driver of trust in very mature relationships.

Practical implications

Since rapport appears to be important to generating word‐of‐mouth, managers should foster and reward rapport‐building behavior.

Originality/value

The study empirically verified four antecedents of interpersonal rapport in services, and supports the role of rapport as an important mediating variable in relationship development. The research also supported prior findings on the unique contribution of rapport to positive word‐of‐mouth communication.

Keywords

Citation

Macintosh, G. (2009), "The role of rapport in professional services: antecedents and outcomes", Journal of Services Marketing, Vol. 23 No. 2, pp. 70-78. https://doi.org/10.1108/08876040910946332

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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