Japanese consumers expect special treatment in a medical environment, which is consistent with the Japanese preference for a greater degree of service personalization.

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Japanese consumers do not expect special treatment in a medical environment. Medicine is perceived as a public good in Japan. Therefore, it would be selfish to expect special attention. Moreover, Japanese consumers hold doctors in such high esteem that they expect and accept rudeness from doctors. In general, Japanese consumers prefer to be treated with a greater degree of formality by all service providers.

Japanese Consumers Expect Special Treatment in a Medical Environment, Which