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This research examines a novel reason for service providers withholding aspects of optimal service quality: hesitation. Previous research has shown that physiotherapists often hold back on delivering non-treatment based physical activity (NTPA) advice over concerns that it is not welcomed by patients. Using a survey method (N = 587), we found that users and non-users of physiotherapy find it likely and important to receive NTPA advice; NTPA is also positively linked to satisfaction. This study debates hesitation as a possible disconnect between customer expectations of value that is co-created in the physiotherapy clinic (“joint sphere”) vs. the outside of the clinic (“customer sphere”).

Service Provider Hesitation in Credence Services: The Importance of Customer Expectations?