Understanding customers hospital experience and value co-creation behavior

Purpose The purpose of this paper is to test what experience value factors are required to constitute customer value co-creation behavior. Design/methodology/approach The authors collected the opinions of 395 customers who had hospital experience in the last one year and the value they perceived from these experiences through random sampling. In addition, they tested the effect of the value perceived by the customers from these experiences on the customer value co-creation behavior with the partial least structural equation modeling (PLS-SEM) model using Smart PLS 3 software. Findings The measurements had strong reliability and validity. In addition, PLS-SEM results showed that customer experience value had a positive and significant effect on customer value co-creation behavior. The results of the study have revealed that creating the perception of customer experience value is an important determinant of customer value co-creation behavior (customer citizenship behavior and customer participation behavior) in hospitals. Research limitations/implications The limitation of the study is that the study was conducted only in public hospitals. The application was carried out in only one city and two public hospitals. Practical implications It was concluded that customer experience value is the key factor for co-creation value in hospitals. Originality/value Achieving co-creation value is considered a key element in the success and competitive advantage of hospitals. In the study, it was seen that the perception of customer experience value is very important in the success of the companies. It is predicted that these results will make significant contributions to firm managers in the design of hospital journeys of customers, service improvement and service excellence efforts.