TAILIEUCHUNG - 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@ PHAM NGOC TRAM ANH School of Industrial Management, HCMC University of Technology – pntanh@ PHAM NGOC THUY School of Industrial Management, HCMC University of Technology – pnthuy@ TRAN THI PHUONG THAO School of Industrial Management, HCMC University of Technology – ttpthao@ DAO THI XUAN MAI Maastricht MBA Programme, HCMC University of Technology – 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 .

• Kinh tế học
• Value co creation
• Customer participation
• Provider interaction behavior
• Health care service
• Customer value
• Tạp chí khoa học
• Mobile telecommunication service
• Customer satisfaction
• Service quality
• Principles of Marketing
• Lecture Principles of Marketing
• Capturing customer value
• Customer needs
• Marketing strategy
• Customer relationships
• Perceived quality and perceived value on customer satisfaction
• Perceived quality on customer satisfaction
• Structural Equation Method
• Put perceived value
• The generalization of the findings
• Customer equity
• Brand equity
• Value equity
• Relationship equity
• Customer loyaty
• Fast food chain restaurant
• Structural Equation Model (SEM)
• Processes for Engendering
• Customer Firm
• Bonds and Optimizing
• Long Term Customer
• Business Intelligence
• Marketing process
• Building Customer Relationships
• profit contribution
• customer cash flow
• shareholder value
• balanced scorecard
• adequate target rate
• Customer value perceptions
• Product line pricing
• Communicating customer value
• Marketing communications strategy
• Building customer value
• Service classifications
• Pricing strategies
• Price decisions
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Integrated marketing plan
• Integrated marketing communications strategy
• Marketing an introduction
• Marketing channels
• Delivering customer value
• Engaging customers
• Public relations
• Sales promotion
• Personal selling