The Role of Service Encounter Interaction Behavior in Activating Customer Participation and Co-Creating Value in the Health Care Service
LE NGUYEN HAU
PHAM NGOC TRAM ANH
PHAM NGOC THUY
TRAN THI PHUONG THAO
DAO THI XUAN MAI
Abstract
This research aims to explore the role of service encounter behaviors and customers’ participation in the interaction process to co-create value, leading to customer satisfaction. A model is developed and tested in the health care context. Based on the data of 320 paired patient–physician cases, the analysis reveals that physician’s interactions are critical customer-oriented behaviors, which directly affect customer value. More importantly, it plays a key role in activating the customer participation in a service creation. From the customer view, although actively engaging in a service requires more resources, it is worthy because it creates much more value-in-use.http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=9df6342f-0193-40cc-956d-24b372ad79f0