CO-CREATING THE OUTCOME OF THE OUTPATIENT EXPERIENCE: THE ROLE OF PATIENT EMPOWERMENT, INFORMATION TECHNOLOGY, AND STAFF SUPPORT IN DRIVING SATISFACTION AND LOYALTY

Abstract

This study examines the role of value co-creation in shaping patient satisfaction and loyalty within outpatient healthcare services. Grounded in Service-Dominant (S-D) Logic, the research investigates how patient empowerment, information technology (IT) support, and staff support contribute to value co-creation and subsequently influence patient satisfaction and loyalty. A quantitative explanatory research design was employed using a cross-sectional survey distributed to outpatient visitors at two major private hospital networks in Jakarta, Indonesia. Data were collected through structured questionnaires measured using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that value co-creation has a strong positive effect on patient satisfaction and patient loyalty. Staff support emerged as the most influential antecedent of value co-creation, followed by patient empowerment, while IT support demonstrated only a minimal effect. Furthermore, patient satisfaction significantly mediates the relationship between value co-creation and patient loyalty. The structural model also demonstrated substantial predictive power, indicating that collaborative interactions between healthcare providers and patients are essential determinants of positive healthcare experiences and long-term patient relationships. This study contributes theoretically by extending the application of S-D Logic within healthcare service ecosystems and empirically validating value co-creation as a central relational mechanism linking organizational resources to patient outcomes. Practically, the findings suggest that healthcare organizations should prioritize relational service quality, staff communication competencies, and patient empowerment strategies alongside digital transformation initiatives to enhance patient satisfaction and loyalty in outpatient services.