The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service

This research explores the roles of various interaction behaviors of service frontliners in activating customer participation and creating customer value in the context of health care service. Based on the data of 285 paired patient–physician cases of serious chronic diseases, the analysis revealed that individuated, relational, and empowered interactions expressed by a service frontliner play a critical role in activating customer participation, leading to a higher level of perceived value; while ethical interaction has a direct-only impact on perceived value. These results imply that frontliner interaction can be further broken into participation-activating interaction and value-enhancing interaction. Both of which eventually lead to the improvement of customer value.