All for one, one for all! Can value co-creation benefit all parties in healthcare? An empirical analysis with chronic patients in Türkiye

Purpose – The demand for health services is rising at an exponential rate on a daily basis. In response to this situation, governments are striving to meet the increasing demand while seeking solutions to alleviate the financial burden on their budgets. Value co-creation represents a potential solution to these issues. This research aims to examine the advantages of value co-creation activities among chronic patients in Türkiye, who account for 75% of the demand for healthcare services. Design/methodology/approach – Study was conducted on 654 chronic patients using public hospitals. Covariance based structural equation modeling is used to analyze the responses collected through a cross sectional survey. Findings – Some value co-creation activities have a positive impact on well-being, with benefits initially accruing to the patient and subsequently to society. It can be posited that the well-being of the individual is inextricably tied to the well-being of society at large. Furthermore, co-creation activities influence the perception of service quality, and in addition, the behavioral intentions of patients through the mediating role of perceived quality and satisfaction. Practical implications – It is of paramount importance that managers and decision-makers consider the differential effects of various value co-creation activities when designing healthcare services, as these effects can significantly influence healthcare outcomes. Originality/value – There is still a little empirical evidence concerning the value co-creation especially in the context of healthcare which probably is the best industry to understand the systematic structure of value co creation. This study contributes to the literature both on the aspect of value co-creation and the Turkish context.