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A social cognitive theory of customer value co-creation behavior: evidence from healthcare

Year: 2024

Type: article

Abstract: PURPOSE: Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement. DESIGN/METHODOLOGY/APPROACH: Using healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM). FINDINGS: Customers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior. ORIGINALITY/VALUE: A theory of customer value co-creation behavior is established.

Source: Journal of Health Organization and Management

DOI: 10.1108/jhom-02-2024-0074

Authors: Md Moynul Hasan, Yu Chang, Weng Marc Lim, Abul Kalam, Amjad Shamim

Institutions: Northwestern Polytechnical University, Swinburne University of Technology, Sunway University, Swinburne University of Technology Sarawak Campus, Curtin University Sarawak, Universiti Teknologi Petronas

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

OpenAlex ID: W4403448420

FWCI: 12.57

Cites: 92

Cited by: 27

Related to: 10