The antecedents of co-production: Medical services perspective

Emily Yapp Hon Tshin and Stephen Laison Sondoh Jr. (2018) The antecedents of co-production: Medical services perspective. Labuan Bulletin of International Business and Finance (LBIBF), 15 (2). 22 -31. ISSN 1674-7262

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Abstract

Co-production is recognized in service marketing literatures and has proven that it can improve organization’s productivity, increase competitiveness, and enhance customer loyalty and satisfaction. However, there are only a few empirical studies that have examined the antecedence of co-production, especially in medical services. In a competitive environment, service providers compete with each other. Studies have found that a closer relationship between customers and the organization does not only enhance the relationship between customers and organization but also increase the competitive advantage to enable a more profitable relationship. Therefore, the present study aims to identify the factors (affective commitment, communications, interaction justice, and patient expertise) that can effectively enhance customer co-production. Survey questionnaires were distributed, and the surveyed data were analyzed using the Partial Least Squares (PLS) approach. The empirical results support that interaction justice, communication, and patient’s expertise may increase the level of co- production. It is also suggested that interaction justice is significantly and positively associated with co-production. Limitations and future research directions are also discussed.

Item Type:	Article
Keyword:	Co-production, Medical services
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products H Social Sciences > HG Finance > HG1-9999 Finance > HG4501-6051 Investment, capital formation, speculation
Department:	FACULTY > Labuan Faculty of International Finance
Depositing User:	JUNAINE JASNI -
Date Deposited:	03 Sep 2025 11:38
Last Modified:	03 Sep 2025 11:38
URI:	https://eprints.ums.edu.my/id/eprint/45126

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