Abstract
This study furthers our understanding of service coproduction by examining some pertinent antecedents and the consequent effect on customer adherence to medical instructions in healthcare service delivery. Through a cross-sectional quantitative survey design, data collected from 594 healthcare customers were analysed through structural equation modelling using AMOS 23. The findings indicate significant influences of social context on participation in service coproduction and adherence. Additionally, the mediating effect of customer role clarity on social context (nature of interactions, access to healthcare information, service climate) and coproduction are established. This study also determined moderation effects of provider-customer orientation on the coproduction process. Further, customer health condition-type (acute or chronic) does not present different effects on their coproduction behaviours. From a social cognitive theoretical perspective, this study has established that customers' coproduction behaviours are motivated by the social system in relation to the social context.