A Model of Antecedents for the Co-Creation of Value in Health Care: An Application of Structural Equation Modeling

There is a lack of empirical studies to understand the creation of value in the context of health services. This research proposes a model with three antecedent variables (flexibility, responsiveness and co-innovation) and an outcome variable (co-creation) to be analyzed by the partial least square method (PLS). Four vignettes were built from the literature review, validated by experts, in order to capture the perceptions of respondents about the actions of the protagonists in scenarios on the value of co-creation in a health service. The assumptions of the model were tested empirically through a survey of 225 health professionals in Sao Paulo (nurses, nursing technicians and physiotherapists). The results support the hypotheses that flexibility is positively associated with the responsiveness and co-innovation. Also there was a positive association with the responsiveness co-innovation and co-creation. There was support for the positive association between co-innovation and co-creation, however, in that context, a direct association between flexibility and co-creation has not been verified. The research contributes to a better understanding of background variables that amplify the value co-creation capacity in health services.