DYADIC CO-CREATION OF VALUE IN HEALTHCARE: A MICRO LEVEL APPROACH

This study contributes to the value co-creation literature by exploring the concept at the micro level between doctors and patients in a healthcare setting to further our understanding of how actors’ interdependence can be... [ view full abstract ]

This study contributes to the value co-creation literature by exploring the concept at the micro level between doctors and patients in a healthcare setting to further our understanding of how actors’ interdependence can be managed as a resource in co-creation. The study employed qualitative face-to-face interviews adopting the critical incident technique involving 8 doctors and 24 outpatients. Three critical areas of the value co-creation process at the micro level are addressed including; 1) the social context, 2) beliefs and perceptions of actors, and 3) partnership. These were found to significantly impact on the service outcomes to the focal dyad (doctors and patients). The findings led to the development of a comprehensive dyadic model of value co-creation in a healthcare setting at the micro level that has received little or no attention in the literature. The conceptualization of the value co-creation process in this study suggests the need to consider actors’ value expectations before, during and after the encounter process. Providers should also adopt delivery approaches that would evoke positive experiences to the patient in the consulting room taking into consideration the parameters outlined in our conceptualization.