客户价值共同创造行为的社会认知理论:来自医疗保健的证据
Md Moynul Hasan1, Yu Chang1, Weng Marc Lim2,3,4
1Northwestern Polytechnical University, Xi'an, China.
Journal of health organization and management
|October 16, 2024
概括
客户共同创造的体验积极影响自我效能和参与,这反过来又促进了价值共同创造的行为. 这项研究建立了客户价值共同创造行为的理论.
科学领域:
- 营销 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
- 社会认知理论社会认知理论
背景情况:
- 客户价值共同创造行为是一个公认的现象,但缺乏强大的理论框架.
- 了解客户参与共创的驱动因素对于服务创新和价值创造至关重要.
研究的目的:
- 检查社会认知理论在解释客户价值共同创造行为方面的作用.
- 调查共同创造经验,自我效能和参与对客户价值共同创造行为的影响.
主要方法:
- 一项使用分层随机抽样600名患者的定量研究,来自新兴经济体八个大都会城市的40家医院.
- 基于共差的结构方程建模 (CB-SEM) 用于数据分析.
主要成果:
- 客户的共同创作体验对共同创作的自我效能和参与有积极的影响.
- 共创的自我效能和参与作为调解者,间接影响客户的价值共创行为.
- 一个积极的共同创造体验最终通过提高自我效能和参与度来促进客户价值共同创造行为.
结论:
- 该研究建立了客户价值共同创造行为的理论模型.
- 调查结果强调了客户体验在推动共同创作的重要性.
- 这项研究为未来对客户价值共同创造的理论和经验研究提供了基础.
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