Abstract

Online reviews play an increasingly important role in consumers' investment decisions. However, not only tangible goods are rated online, also intangible services - including those of general practitioners. Although much research has been conducted on the role of reviews for the buying decision of physical goods, the influential factors for rating intangible services like physicians are not yet sufficiently understood. In an explorative qualitative study of 103 patients -interviewed before and after visiting a GP- the influence of the diagnosis received, patient's knowledge about the disease and the overall experience with the physician 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 members 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