Value perceptions in value co-creation in healthcare service delivery at the micro level: implications for theory and practice

The increasing awareness that value creation lies in the patient’s sphere, which is facilitated by the relationship between the provider, has consequences for the approach to service delivery. Using a phenomenological approach, this study furthers our understanding of actor value perceptions on value co-creation in the focal doctor-patient dyad. The value perceptions of the patient examined in this study reveal an experiential nature, which is further analysed to show how this is exchanged between the doctor and patient. The findings suggest that patients’ value perceptions are linked to their experiences in the consulting room, whereas doctors primarily consider the functional value. In order to create value for patients, providers need to understand current trends in patient behaviours and attitude during healthcare consultations. Further, they should adopt an approach that engages with these behaviours, resulting in positive experiences.