Customer participation to co-create value in human transformative services: a study of higher education and health care services

Previous studies on customer participation have mainly focused on its outcome benefits. The current study investigates the effect of various participation behaviors on both process and outcome value in human transformative services. Based on the data surveyed from health care and higher education services in Vietnam, the results show that active and relevant participation behaviors are crucial to co-create value. Information sharing, responsible behavior, and voluntary in-role feedback have different roles in process and outcome value. Voluntary in-role feedback is more important in health care service, while responsible behavior is critical in higher education. Moreover, distinction should be made between passive provision of information and voluntary feedback of customers to the firm.