Antecedents and consequences of trust in a service provider: The case of primary care physicians

Antecedents and consequences of patients' trust in their primary care physician (PCP) are explored by analyzing self-administered questionnaires returned by 214 patients. In accord with the marketing literature, patients' trust in their physician correlates positively with the length of their relationship and satisfaction with their physician. Awareness of their physicians' incentives to behave opportunistically produces mixed effects on patients' trust. Both trust and satisfaction affect relationship outcomes positively.