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The role of service encounter interaction behavior in activating customer participation and co-creating value in the health care service

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. | 100 Le Nguyen Hau et. al. / Journal of Economic Development 23(2) 100-119 The Role of Service Encounter Interaction Behavior in Activating Customer Participation and Co-Creating Value in the Health Care Service LE NGUYEN HAU School of Industrial Management, HCMC University of Technology – lnhau@hcmut.edu.vn PHAM NGOC TRAM ANH School of Industrial Management, HCMC University of Technology – pntanh@hcmut.edu.vn PHAM NGOC THUY School of Industrial Management, HCMC University of Technology – pnthuy@hcmut.edu.vn TRAN THI PHUONG THAO School of Industrial Management, HCMC University of Technology – ttpthao@hcmut.edu.vn DAO THI XUAN MAI Maastricht MBA Programme, HCMC University of Technology – mai.x.dao@gsk.com This research was funded by Vietnam National University, Ho Chi Minh City under grant number B2014-20-02. ARTICLE INFO ABSTRACT Article history: 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. Received: Aug. 6 2015 Received in revised form: Jan. 8 2016 Accepted: Mar. 25 2016 Keywords: value co-creation, customer participation, provider interaction behavior, health care service, Vietnam. Le Nguyen Hau et. al. / Journal of Economic Development 23(2) 100-119 101 1. Introduction In recent years the participation of customers in a service has received increasing attention from marketing academia as well as practitioners. Several studies .