Customer value cocreation activities

Tram-Anh Ngoc Pham · Jill Sweeney · Geoffrey N. Soutar

38 citations0/0 files storedJournal of Service Theory and Practice

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Service and Product Innovation Customer Service Quality and Loyalty Diabetes Management and Education

Abstract

Purpose The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting. Design/methodology/approach Focus groups with people with Type 2 diabetes and in-depth interviews with diabetes educators were conducted. Findings Four types of customer value cocreation activities were found (mandatory (customer), mandatory (customer or organization), voluntary in-role and voluntary extra-role activities). In addition, health locus of control, self-efficacy, optimism, regulatory focus and expected benefits are identified as key psychological factors underlying the customers’ motivation to be active resource integrators and resulting in physical, psychological, existential and social well-being. Originality/value The study highlights the various types of customer value cocreation activities and how these affect the various quality of life dimensions.

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References

2006Using thematic analysis in psychology 1977Self-efficacy: Toward a unifying theory of behavioral change.1977Self-efficacy: Toward a unifying theory of behavioral change.2003Evolving to a New Dominant Logic for Marketing 2012Seeking Qualitative Rigor in Inductive Research 1985Optimism, coping, and health: Assessment and implications of generalized outcome expectancies.1974Historical Origins of the Health Belief Model 1994The methodology of Focus Groups: the importance of interaction between research participants

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