Determinants of Co-Creative Behaviour of Patients: A Case Study in Jammu

Purpose: The purpose of this study is to measure the existence of co-creation behaviour between doctors and patients. The research also studies customer participation and customer citizenship behaviour as the dimensions of co-creative behaviour and tries to establish the relationship between co-creative behaviour and satisfaction.

Design: This study uses Yi and Gong (2013) scale for collecting data regarding co-creation behaviour and its dimensions which are customer participation (CP) and customer citizenship behaviour (CCB). The data was collected from 204 patients who were suffering from various chronic/lifestyle diseases and getting their treatment from private clinics in Jammu city. The study uses 7-point Likert scale in the questionnaire ranging from 1 "completely disagree" through 7 "completely agree", with a midpoint labeled 4 "neither agree nor disagree.

Findings: The analysis of paper reflects that co-creation behaviour is prevalent among the patients and not only participation but the citizenship behaviour also affects the co-creation behaviour of patients.

Limitations and Implication: The study is conducted from patient’s point of view whereas doctor’s perspective should also be used in future research. The research area is restricted to Jammu city only. The research provides several implications-doctors can also use this scale for market segmentation and customer profiling for maximising customer value co-creation behaviour by gaining the useful information.