Vaidik Bhatt, Samyadip Chakraborty
The study describes the value co-creation process in healthcare through the technological advances. Study rejuvenates the popular DART model of value co-creation and extends it by adding a new construct as technology adoption in healthcare disrupted the traditional way of care delivery process. The theoretical study develops the scales using Q sort method and proposes that in the context of business to customer (patients here) the mix of service dominant logic and customer dominant logic enables value co-creation in the healthcare settings. The study enables the understanding regarding the sustainable healthcare and propose the theoretical understanding. The future scope of the study lies in the converting the propositions into testable hypotheses and validate it with large scale data collection.