The Effect Of The Mediation Role Of Value Co-Creation On Loyalty At Hospital

Purchase across product and service lines, i.e., buying other products and services but from the same company; 

Refers to others, namely recommending or promoting products to others by recommending service providers or products to others or conveying positive things to others; 

Demonstrates immunity to the pull of the competition, which is to show the immunity of the product in question in competition by demonstrating product superiority or testing other services or products.

Patient Participation

Customer participation is a necessary customer behavior role (in-role) in creating value co-creation (Yi & Gong, 2013). Moreover, customer participation can also be defined as customer behavior that creates and delivers the value of the services offered by the company (Anabila, 2019). Meanwhile, other researchers argue that customer participation is customer collaboration when a service occurs. The company and the customer use resources to interact to get benefits (Grnroos & Voima, 2013). Patient participation is an interaction between patients and the health care system or health professionals, where patients play an active role in providing information to help solve problems and share views and priorities for treatment (Longtin et al., 2010). Based on some of the above definitions, it can be said that customer participation is the role of customer behavior necessary to create service value delivery during the interaction that benefits the company and the customer.

Yi and Gong (2013) stated that the indicators of customer participation are : 

The search for information on the customer's activeness in searching for information such as features procedures, especially the search for information about what they need and how to get it; 

Sharing information provides information to the company or employees about what services they need, usually in the form of consultations;

Responsible behavior: Customers must be able to work together and receive direction or procedures from the company or employees in order to create value; 

Personal interaction refers to the personal relationships between customers and employees, such as politeness, friendliness, and mutual respect, because a positive social environment will positively influence value co-creation.

Customer Relationship Management