“…While the existing literature relates these aspects to customer satisfaction and focuses on services such as shopping, restaurants, finance, travel, music, and theaters, the present authors consider how these aspects impact CPSW in healthcare, synthesizing multiple streams of literature to underline the firm’s active role in enabling the generation of value (Grönroos, 2011 ). The study thus contributes to the literature that advocates for creating and maintaining a sustainable service environment (Hamed et al, 2017 ; Ulrich et al, 2008 ), a positive service experience (Berry, 2019 ), and positive emotions relating to social, ethical, cultural, religious, and community issues (Bonelli et al, 2012 ).…”