When Do You Trust Your Doctor More? A Comparison between Korea to Germany

This research examines the role of demographic homophily in the medical service context. It suggests that demographic homophily between a customer and a service provider has a positive effect on trust, thereby leading to customer loyalty. There is also a mediating effect regarding the clarity of communication and a moderating effect of cultural background on the relationship between demographic homophily and trust. This cross-cultural study compares Korean and German consumers. The moderated mediation effects by cultural background were investigated based on PROCESS, and the mediation effect of trust turned out to be significantly moderated by cultural background. Regardless of cultural background, demographic homophily turned out to be an important explanative variable for building trust with medical service providers. By investigating the significance of demographic homophily and the impact of cultural background, this research contributes to the service marketing field, both academically and practically.