The purpose of this paper is to identify customers’ service network partners in medical encounters and demonstrate the extent to which customers’ evaluation of each co-creation practice with their service network partners affects their perceived service quality and satisfaction. In addition, the moderating effect of patient age is examined.
By using a field survey, data collected from 164 inpatients were examined through structural equation modeling and multi-group analysis.
The value-creating activities of customers with service providers, companions and other customers during healthcare service encounters have a positive effect on their perception of service quality and satisfaction related to behavioral intentions. Co-creating with service value network partners has a greater impact on perceived service quality and service satisfaction for patients aged 60 or older.
By focusing on participants in customers’ service value co-creating networks, this study contributes to the body of knowledge by confirming the importance of each actor and analyzing customers’ value co-creating activities.
This is the first study to show that when customers’ level of involvement is high, such as in healthcare services, their value-creating activities when interacting with medical staff, companions and other patients positively affect perceived service quality and satisfaction.
