"...Japanese consumers do not expect special treatment in a medical environment.
Medicine is perceived as a public good, and it would be selfish of anyone to expect special attention.
Similarly, the Japanese also hold doctors in high esteem and customers expect and accept rudeness from doctors"
Source:
Chapter 9, page 272
International Marketing
By Dana Nicoletta Lascu
2008. Atomic Dog, Cengage Learning
Mason, Ohio, USA
ISBN:978-1-4266-2752-1
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