BRAND VALUE CO-CREATION IN HEALTH CARE

• Main Author: Darmayanti, Dahlia
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55610
• Institution: Institut Teknologi Bandung

Research in health care value co-creation continues to increase. This is due to the notion of service-dominant logic that acknowledges the role of customers or patients as active actors in micro-level health care ecosystems to co-create value. The concept of value co-creation also extends to the branding arena. Brand value co-creation in health care can be viewed from the perspective of patients through patients’ activities and interactions with health care professionals in health care service encounters as both are the focal actors in micro level health care ecosystems. Thus, the purpose of this study is to explore and explain patients’ active behavior that contributes to brand value co-creation in health care. A critical realism paradigm is adopted in this study. Moreover, a qualitative case study is conducted to examine activities and interactions between patients and health care professionals and patients’ contribution in brand value co-creation in health care. In particular, the participants in this study are kidney failure patients who are adopting continuous ambulatory peritoneal dialysis or CAPD therapy from the two CAPD hospital clinics in Indonesia. Two health care professionals, six patients, and nineteen patients on CAPD therapy participated in expert interviews, pilot studies and the main study, respectively. Patients were recruited through purposive and snowball sampling methods. The analysis denotes that there are pre-adoption and adoption stages of CAPD therapy and seven themes as the outcomes from the thematic analysis. Social support, illness identity, knowledge seeking and pre-education as well as self-efficacy are the themes that occur in the pre-adoption stage. Meanwhile, patient empowerment, relationship quality, and brand value co-creation in health care from the patients’ viewpoint are activities and interactions that occur at the adoption stage. Through abductive and retroductive approaches this study concludes that patient empowerment and relationship quality lead to brand value co-creation in healthcare. The actual brand value co-creation itself is represented by co-learning and co-helping behavior activities. A conceptual model of brand value co-creation in health care from a patients’ viewpoint is also proposed in this study.