Analysing manifestations of resistance in Colombian health consumers: towards a co-destruction of value?

Abstract

The present study contributed to advance an understanding of the new stream of marketing knowledge around value co-creation, called Value Co-Destruction, which shows that the results are not always positive when it comes to interact with customers. To achieve this, another course in consumer behaviour, entitled Consumer Resistance, was articulated to it identifying attitudes, factors and motivational triggers in the Colombian health consumers. These resistant elements eventually ended up destroying value in terms of negative customers’ service experiences and also in lower healthcare providers’ image. Under this framework, the main question addressing this research evaluates whether it is possible to co-create value for a customer sample within the Colombian healthcare sector when a certain amount of resistance becomes part of their consumer behaviour.