Health Care Customer Value Cocreation Practice Styles

This article explores in-depth what health care customers actually do when they cocreate value. Combining previously published research with data collected from depth interviews, field observation, and focus groups, the authors identify distinct styles of health care customer value cocreation practice. Importantly, the authors show how customers can contribute to their own value creation through their own (self) activities in managing their health care. Building on past work in service-dominant (S-D) logic, consumer culture theory and social practice theory, the authors identify “roles,” “activities,” and “interactions” that underlie customer cocreation of value in health care. The authors uncover five…

• AR
  Australian Research Council