Ojebuyi’s Research: Why Great Services Fail Without Communication - Tekedia

Professor Ojebuyi argues that communication should be treated as part of the service, not just a support function.

His research on healthcare and biomedical services shows that clear communication improves understanding, trust, and informed consent.

That, in turn, raises service adoption and patient participation, which are essential for real-world impact.

The takeaway is that service quality alone is not enough; institutions must also explain, engage, and build trust.