Abstract
This study aims to examine how a customer’s perception of a firm’s operant resources (representational, cultural and social resources) affects the service value in a highly interaction service context. An empirical analysis was conducted on 263 patients in health care service in Vietnam. The results show that firm’s operant resources as viewed by customers have a significant impact on perceived service value. Of which, the cultural resource has the strongest weight on customer perceived value. Discussions and managerial implications have been presented accordingly.
Highlights
The term of value is essential for any firms [52] but it is not consistently understood by researchers because of its overuse in variety of fields such as finance, economics, management, information systems, ethics, marketing... [36]
Around 70% respondents are younger than 35 years old; and the frequency of using health care service more than one time is around 75% in total of sample. 90% of the sample includes people with income lower than 15 millions
In an attempt to examine how a customer’s view on firm’s operant resources affect his or her perception of value co-created by both parties, this research conducted an empirical test in health care service in Ho Chi Minh city
Summary
The term of value is essential for any firms [52] but it is not consistently understood by researchers because of its overuse in variety of fields such as finance, economics, management, information systems, ethics, marketing... [36]. Most scholars in service marketing agree that service value is formed by the perception of customers when experiencing any kinds of service [36; 33]. In service dominant logic view (SDL), firms and customers are considered as value cocreators [48] and both have to integrate their resources including operand and operant ones, to create value for customers. Based on the resource-advantage theory [40], firms are required to focus on the intangible, dynamic, operant resources to enhance firm’s competitive advantage and performance. [6] play an important role in the value creating process [48; 49]. It is obviously for service firms to understand the way their operant resources are employed to co-create value with customers
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