Patient motives and their willingness to co-create in healthcare
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2018-06-19
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en
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Co-creation has become increasingly important as a means of generating value for both consumers and firms. Consumers can have different motives to co-create with the service provider and the importance of consumer motives to co-create value varies according to different service contexts. Co-creation is also present within healthcare. Patients’ underlying motives to co-create value within healthcare are important when determining their willingness to engage in co-creation activities. The purpose of this study is to contribute to the value co-creation research by investigating which motives to co-create play a role for patients’ willingness to co-create and how this subsequently leads to co-creation behaviors. For this study a survey was conducted among 169 patients of the Huisartsenpost (Urgent Medical Treatment Center) and other patients. The data was analysed by conducting partial least squares analysis. The results show that in healthcare services, patients are positively influenced to co-create by relating- and concerted motives. Individualizing-, empowering-, developmental- and ethical motives have no significant effect on patients’ willingness to co-create. Subsequently, the willingness to co-create of patients has a positive effect on five out of eight co-creation behaviors within healthcare, namely; combining complementary therapies, co-learning, changing ways of doing things, connecting with family and friends, doctors and other health professionals and support groups, and co-production. This study clearly shows which motives are important to co-create value in a healthcare context and is the first to investigate this. Finally, theoretical and managerial implications are provided, and limitations of the study and directions for future research are given.
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Faculteit der Managementwetenschappen