Akademik Veri Yönetim Sistemi
International Journal of Pharmaceutical and Healthcare Marketing, 2025 (ESCI)
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.