The relationship between customer value co-creation behavior, satisfaction and loyalty in healthcare industry

Abstract

The study aims to investigate the relationship between customer value co-creation behavior, satisfaction and loyalty in healthcare industry. Value co-creation behavior is defined customer participation behavior, which refers to required (in-role) behavior necessary for successful value co-creation (Yi & Gong, 2013). Customer satisfaction is an overall customer attitude towards a service provider. Customer loyalty is expressed through trustworthiness, selective and repeatable action, and positive word of mouth. The primary data were collected through self-administered survey questionnaire from 405 inpatients at Thu Duc District hospital. The study is estimated by employing structural equation modeling (SEM). The findings show that both value co-creation behavior and its elements (information seeking, information sharing, responsible behavior, and personal interaction) have a positive influence on customer’s satisfaction and loyalty.

Keywords

• hành vi đồng tạo sinh giá trị
• sự hài lòng khách hàng
• lòng trung thành
• bệnh viện