Customer interactions with value co-creation partners in service network and perceived value: A study of patients in health services

Abstract

Co-creation of service value is a topic of interest to service marketing researchers (Ostrom et al., 2015). Furthermore, in a business environment characterized by customer orientation, value-based marketing, and the increasing role of the customers, insights into customers’ service value co-creation are increasingly significant for firms. A quantitative approach was used in health services to analyze survey data collected from 234 patients with SEM. Results of this empirical study indicate that customer interactions with partners in the service network influence customer perceived of service value. Therefore, firms can influence the customer's perceived service value by promoting effective customer interactions with their partners in the service network. Some managerial implications are also discussed.