Cocreation in Healthcare: the Relationship with Patient Satisfaction and Physician Productivity

As firms move beyond conventional paradigms of provider-centric service production, joint value creation by the customer and the firm emerges as a central theme in the operations management, marketing and strategy literatures. Despite its increasing popularity and potential, the relationship of cocreation with specific aspects of performance has received limited attention in the literature. In this paper, we empirically explore the relationship of customer cocreation with patient satisfaction and productivity in a health care setting and provide managerial insights.