Research On Value Co-creation Mechanism Based On Customer's Multi-level Social Interaction Behavior

Customer participation during co-creation activities has received much credence in healthcare services.Customers are no more willing to accept passive roles and are more directed towards participation.The complex nature of healthcare services,massive expenditures and rapid increase in the aging population has increased the importance of patient participation in recent times.The proliferation of new technologies and online communication platforms has transformed isolated and uninformed customers of healthcare services into a well informed and knowledgeable customer to design services for their benefit.Technological advancements have changed the face of clinical encounters and customer-provider relationships.Clinical consultations have undergone a number of transformations including shifting from provider's paternalistic approach(doctor-directed)towards more patient-centered and customer involvement,all in the quest to satisfy patient's needs as a consumer.Where the inception of customer co-creation instigates many opportunities and favorable healthcare outcomes,at the same time,the insights to various complexities concerning consumers' adoption to co-creation roles are somehow still infancy both in academia and practitioner's body of knowledge.Further,those customers with the ongoing longtime illnesses,gain a diverse and rich experience and can take the role of ‘expert patients.' Expert patients are not only a source of valuable information to the focal customer but also contribute to enhancing the value cocreation process.These ‘other customers' forms such a valuable social interconnected network which engages focal customer into the value co-creation process and creates more value to enhance their quality of life.Therefore,to address the challenges of co-creation to achieving wellbeing,it is pertinent in the field of Healthcare to discourse customer's effort to integrate resources and to enable social networks to elucidate the in-depth appreciation of consumers' reactions further.Building on the Service-Dominant Logic(SDL)perspective,Selfdeterministic theory(SDT)and Social exchange theory(SET),this dissertation encompasses the co-creation mechanism through social interaction in three successive studies,with each passing level effort of healthcare customer varies(higher)and so is the value co-creation.The first study shows the first level of customer co-creation behavior in the hierarchy ‘partnership,' which is the basic level of co-creation behavior.Subsequently,the second study presents customer citizenship(extra-role)behavior which is the second level in the hierarchy of cocreation behavior in this dissertation.The third study presents the advanced level of co-creation behavior in the framework of studies,which shows customer's learning and self-management.The first study in this dissertation is the first stage of customers'-creation behaviors,develops on a theoretical model that directs two types of interactions to derive compliance and partnership co-creation behaviors which leads to service outcomes of(wellbeing and satisfaction).This study is the first in the hierarchy of co-creation behaviors as it is the basic level of co-creation behavior mechanism exhibited by the customer through compliance to ensure delivery of the service and participation through shared decision making.We analyzed data collected from face to face surveys from 5 different hospitals using the structural equation modeling technique.Results confirm that wellbeing and customer satisfaction are contingent upon interaction with the doctor and with other customers.Moreover,results provide evidence for the mediating role of co-creation behaviors such as compliance with instructions and shared decision making(SDM)on the relationship between interactions and service outcomes.The study provides further insights into the impact of the social network of other customers and increased customer effort in participation in wellbeing and satisfaction.Moreover,the first study contributes to healthcare research and practice by developing and validating the role of a networked community of similar customers and taking a hierarchal role by assuming co-creation behaviors in forming wellbeing and satisfaction as service outcomes.The second study undertakes a higher level co-creation behavior of the customer by investigating customers' participation which is necessary and customer citizenship behavior which is voluntary in nature.This intermediate level of co-creation behavior focuses on the citizenship behavior of the customer which is reflected through helping other customers and providing constructive feedback for the service outcomes.This study investigates the impact of customer interactions(with other customer citizenship behaviors-OCCB and with the provider)on to focal customer's participation behavior such as Compliance with guidelines and customer citizenship behavior(CCB)to achieve wellbeing.Building on the Social Exchange Theory and Theory of co-creation,the theoretical framework proposes mandatory customer participation(compliance with provider's guidelines)and voluntary customer participation(Customer Citizenship Behavior)is positively influenced by interactions with(doctor and other customers with citizenship behaviors)for successful service delivery(wellbeing).The data collected through face to face structured questionnaires from 287 respondents are analyzed through variance-based structural Equation modeling.Results confirm that both types of unique co-creation behaviors(participation and citizenship)mediate between the quality interactions of different actors(provider and other customers' citizenship behaviors)and service outcomes(wellbeing).Furthermore,the second study provides useful implications for academics and practitioners,coupled with discussion and conclusion.The Third study explicates insights about self-management through customer's co-creation behavior.The third study is ranked highest among the other co-creation behaviors of the customers as customers show responsible behaviors and adjust the course of action by taking individual initiatives representing self-management.Individual initiative shows the autonomous behavior of the customer which shows the highest level of co-creation behavior.In this new age of information technology,customers are living in a technologically connected community.Providers are supporting customers on their ever-expanding involvements and roles such as self-initiative,by taking advantage of technology.This study finds out that social support provided by other customers' has a significant positive effect on customer's co-creation behavior of compliance(provider-initiated)and individual initiative(customerinitiated).Moreover,this study also attests that active involvement by complying with the basics as well as taking necessary self-initiative mediates between the interaction interfaces(provider-customer and other customers)and Wellbeing(Hedonic wellbeing and Eudaimonic wellbeing).While this study provides empirical findings,it also provides some very insightful managerial implications for practitioners in addition to discussion and conclusion.