Abstract
Verbal communication (i.e. text or spoken language use) can be evaluated under two aspects, namely content and style. Thereby, communication style is independent of the content (what is conveyed) and consist of stylistic elements concerning how a sentence is expressed. This dissertation concentrates on three different aspects which influence how interactants communicate aka factors influencing communication style: (1) the relationship between interactants i.e. doctors and patients, (2) the interaction as a representation of a relationship i.e. marketing communication, and (3) individual differences i.e. empathy.
First, synthesizing marketing communication research in a meta-analytic review, shows that communication style in marketing can be summarized containing five dimensions, namely, arousal, composure, dominance, intimacy and task-orientation. The influence of the five communication styles on marketing outcomes, attitude, intention and behavior is established and boundary conditions are examined.
Second, the framework of communication styles deduced in the meta-analysis is used to examine how these dimensions influence perceptions of patients about their relationship with a health service professional. Using customer reviews of patients and exploiting text analysis to extract the dimensions in the verbatim review comments provides evidence for the dimensional structure of communication styles in doctor-patient relationships. Further, the individual and joint effects of the dimensions are linked to patient satisfaction.
Third, the concept of empathy, being a relevant variable in communication, is examined through bibliometric techniques. Applying bibliographic coupling shows that research on empathy in the business field is built on five clusters, two concept related clusters (perspective taking and empathic concern), and three content related clusters (ethics, sales and leadership). Content and co-word analysis provides additional insights, e.g. similarities or differences in conceptualization, definitions, keywords or methodologies, within and across clusters. Further, for all three topics regarded in this dissertation, research gaps are identified and translated into future research directions.