Abstract

Online reviews play an increasingly important role for consumers' investment decisions. However, not only tangible goods are rated online, also intangible services of doctors like general physicians. Although much research has been conducted on the role of reviews for the buying decision of physical goods, the influential factors of ratings for GPs are still not sufficiently determined. In a qualitative study of 103 patients interviewed before and after visiting a GP the influence of the diagnosis received, patient's knowledge about the illness and the overall experience with the physician on the willingness and the outcome of an online review are assessed. We found that the dominant factors for forming the patient's perception are the way she/he felt treated by the GP and member of staff as well as the office facilities. The other dominant factor is the perception of the treatment. An influence of knowledge about the disease or a negatively perceived diagnosis could not be found.