PurposeDrawing on value cocreation, this study examines health-care customers' perceptions of patient-centered care (PCC) in hospital and online primary care settings. This study aims to address how are the key principles of PCC related, how the relationships between key PCC principles and outcomes (subjective well-being and service satisfaction) vary depending on the channel providing the care (hospital/online primary care) and what differences are placed on the involvement of family and friends in these different settings by health-care customers.Design/methodology/approachThis study comprises four samples of health-care customers (Sample 1 n = 272, Sample 2 n = 278, Sample 3 n = 275 and Sample 4 n = 297) totaling 1,122 respondents. This study models four key principles of PCC: service providers respecting health-care customers' values, needs and preferences; collaborative resources of the multi-disciplinary care team; health-care customers actively collaborating with their own resources; and health-care customers involving family and friends, explicating which principles of PCC have positive effects on outcomes: subjective well-being and service satisfaction.FindingsFindings confirm that health-care customers want to feel respected by service providers, use their own resources to actively collaborate in their care and have multi-disciplinary teams coordinating and integrating their care. However, contrary to prior findings, for online primary care, service providers respecting customers' values needs and preferences do not translate into health-care customers actively collaborating with their own resources. Further, involving family and friends has mixed results for online primary care. In that setting, this study finds that involving family and friends only positively impacts service satisfaction, when care is provided using video and not voice only.Social implicationsBy identifying which PCC principles influence the health-care customer experience most, this research shows policymakers where they should invest resources to achieve beneficial outcomes for health-care customers, service providers and society, thus advancing current thinking and practice.Originality/valueThis research provides a health-care customer perspective on PCC and shows how the resources of the health-care system can activate the health-care customer's own resources. It further shows the role of technology in online care, where it alters how care is experienced by the health-care customer.