Service Quality as an Antecedent to Engagement in Co-Creation of Value in the Healthcare Industry

The purpose of this research was to examine service quality as an antecedent to customer engagement in co-creation of value in the European healthcare industry. Determining and examining the factors that encourage customers to collaborate with organizations is important because companies are having difficulty engaging their customers. Successful engagement has been found to result in increased loyalty, trust, competitive advantages, and performance. To examine the relationship, six hypotheses were developed based on an overall measure of service quality and each component of service quality. One hundred-thirty participants, who had recently experienced health care services, completed a survey to address the hypotheses. Pearson correlations and multiple regression analyses were used to examine the data. A significant and positive relationship with overall service quality and customer engagement in cocreation of value was determined. The results of this study will allow business leaders to develop improved strategies when attempting to engage customers in co-creation of value. This is the first study to examine service quality as a customer engagement factor in co-creation of value. As such, the research adds to the existing knowledge base.