This study aims to improve our understanding of value co-creation (VCC) in health-care service delivery by identifying pertinent factors driving VCC and its consequent effect on customer well-being.
Using a face-to-face quantitative survey research design, the proposed model is tested involving 767 health-care customers. Data is analyzed through structural equation modeling using AMOS 26.
The authors identify three key factors driving VCC during clinical encounters: (1) customer-related factors, (2) provider-related factors and (3) interactional-related factors during the clinical encounter. These factors are at the clinical encounter level and were found to significantly impact on customer VCC. The results further revealed a significant relationship between VCC and satisfaction with the experience, and an indirect influence of VCC on customer well-being through satisfaction with the experience.
This research provides empirical evidence in support of understanding customer VCC in health-care service delivery. However, because the data was collected from outpatients, there was no distinction regarding customers with acute and chronic conditions.
This research provides empirical evidence of a need for service providers to adopt delivery approaches that would trigger customers VCC. Health-care managers should also improve their facilities, policies and procedures and the general hospital atmosphere to enhance the service climate to drive VCC.
This study provides empirical insights to operationalize and understand some essential influencing factors of the VCC concept at the clinical encounter level in a health-care setting and contributes to the VCC and transformative service research literature. Following a quantitative research strategy, the authors offer a clinical encounter level comprehensive model of VCC in health care by integrating the customer, provider and interactional-related factors.
