Abstract

This study aims to examine how a customer’s perception of a firm’s operant resources (representational, cultural and social resources) affects the service value in a highly interaction service context. An empirical analysis was conducted on 263 patients in health care service in Vietnam. The results show that firm’s operant resources as viewed by customers have a significant impact on perceived service value. Of which, the cultural resource has the strongest weight on customer perceived value. Discussions and managerial implications have been presented accordingly.