Co-creation Practices and Service Outcomes: A Transformative Health Service Framework

Abstract

This study investigates how the dimensions of service quality and providers’ supportive co-creation practices impact service satisfaction, which affects behavioral intentions and quality-of-life in a developing country. Customers in developing countries evaluate their co-creation efforts differently than those in developed countries. Hence, this study also explores the moderating effects of customer efforts in value co-creation activities on wellbeing enhancement. A transformative framework for healthcare services was developed using transformative service research (TSR) and value co-creation perspectives. Data collected from 421 healthcare customers were used to test the proposed model using structural equation modeling. The results indicate that timeliness, tangibles, technical quality, engagement facilitation, risk assessment, and relationship quality positively influence service satisfaction. The results also reveal that customer efforts in value co-creation activities bolster the effects of service satisfaction on behavioral intention and quality-of-life. The results offer important insights into how healthcare organizations can utilize supportive co-creation practices to enhance business and societal impacts. This study offers a transformative service framework depicting the enhancement of service outcomes through practical unification of the roles of service providers and customers in the healthcare context. Hence, this study contributes to the research agenda in TSR and, more importantly, healthcare management in developing countries.