Consumer willingness to Co-create Value in German Health Care.

Changing socio-demographics caused by an ageing population as well as advanced medical treatments have caused that physiotherapy services are increasingly important sub-segments of the healthcare industry. However, the less empirical evidence is available regarding quantifiable variables data sets for measuring and analysing the phenomena of value co-creation in healthcare services (Neghina et al., 2017). Taken this prominent research gap our study aims to investigate whether knowledge-intensive physiotherapies service context has an influence on which consumer motives are possible to contribute to willingness to co-create. This is done by selecting German healthcare physiotherapies and carrying out a study that aims to show if the influence of consumers' motives to co-create on a willingness to co-create is contextual in nature and if it is generalizable across different professional service contexts.