The influence of operant resources on co-creation value and word ofmouth– A study of health care services

Abstract

This paper aims to develop and test a relationship model of provider’s operant resources and customer’s operant resources on co-create value and word-of-mouth in health care services. Data were collected from 461 patients who have used health care services in HCMC. The SEM results show that the impact of provider’s operant resources on co-creation value is stronger than the impact of customer’s ones. The provider’s operant resources influence both co-creation value anf word-of-mouth; co-creation also has significant impact on word-of-mouth. Managerial implications were also discussed.