Customers’ value co-creation with healthcare service network partners: The moderating effect of consumer vulnerability

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.