Title: EXPLORING THE VALUE CO-CREATION INTENTIONS IN UROLOGY FOR MEDICAL
DEVICE BRANDS: THE MEDIATING ROLE OF CUSTOMER BRAND ENGAGEMENT
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Authors: Fifi Sulistyawati and Mas Wahyu Wibowo
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Abstract: Amidst the Indonesian Government and the Ministry of Health's initiative to enhance the quality of
healthcare services, particularly in urology, focusing on using advanced medical equipment and the
improvement of urological competencies, the healthcare industry in Indonesia has experienced
significant growth. This study explored consumer perspectives on urology medical device brands,
leading to the concept of value co-creation between consumers and brands. Through a survey of 140
urology resident doctors analyzed using quantitative methodology and PLS-SEM, the study found that
customer-customer interaction influences consumer brand engagement but does not directly affect
value co-creation intention. Conversely, customer-seller interaction has a significant positive impact
on value co-creation intention and consumer brand engagement. The findings of this study suggest
enhancing customer-seller interaction and leveraging consumer brand engagement to promote value
co-creation intention, as well as the importance of developing quality customer interactions to
strengthen their engagement with the brand. |
Keywords: Consumer-Consumer Interaction, Consumer-Seller Interaction, Consumer Brand
Engagement, Value Co-creation Intention. |
DOI: https://doi.org/10.37500/IJESSR.2024.7302 |
Date of Publication: 17-05-2024 |
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