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Article
Publication date: 16 November 2020

Tram-Anh Ngoc Pham, Jillian Carol Sweeney and Geoffrey Norma Soutar

This study aims to examine the impacts various types of resources had on customer effort in mandatory and voluntary value cocreation activities and the contribution of efforts in…

765

Abstract

Purpose

This study aims to examine the impacts various types of resources had on customer effort in mandatory and voluntary value cocreation activities and the contribution of efforts in these different activity types to quality of life.

Design/methodology/approach

Data from customers across five chronic health conditions were collected through an online survey. Rasch analysis helped identify hierarchies of activities representing varying levels of effort across four activity types (mandatory (customer), mandatory (customer or organization), voluntary in-role and voluntary extra-role activities). The conceptual model that was developed to examine the relationships of interest was analyzed using partial least squares structural equation modeling.

Findings

While clinical resources helped mandatory activities and personal network resources facilitated voluntary activities, psychological resources had greater impacts on customer effort across the whole range of activities. Effort in each activity type contributed to the quality of life differently, with voluntary activities having the greatest impacts on quality of life.

Practical implications

This study lends support to a holistic approach to health service that requires the mobilization of networks of resources to encourage customers’ engagement in a broad range of activities. Understanding the resources facilitating effort in distinct activity types provides insights to develop strategies to drive value cocreation efforts that subsequently contribute to improvements in quality of life.

Originality/value

Drawing on an extensive and nuanced categorization of activities, this study broadened the understanding of the networks of resources that are integrated in customer value cocreation processes and the link between value cocreation efforts and quality of life.

Details

Journal of Services Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 29 March 2021

Tram-Anh Ngoc Pham, Jillian Carol Sweeney and Geoffrey Norman Soutar

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary…

754

Abstract

Purpose

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary extra-role activities, this study aims to identify different health-care customer value cocreation practice styles based on the combinations of value cocreation activities they undertake and empirically examine how customers adopting different styles differ in terms of well-being and satisfaction.

Design/methodology/approach

The study was conducted across health customers with a variety of chronic conditions. Data were collected from three focus groups and an online survey.

Findings

Five customer practice styles, namely, the highly active, other-oriented, provider-oriented, self-oriented and passive compliant customers, were revealed. While a moderate to a high level of activities is often recommended as it is associated with higher levels of physical, psychological, existential and social well-being and customer satisfaction, the results also suggest there is no single ideal style as different styles may be associated with the same level of outcomes.

Research limitations/implications

As customers cocreate value differently, it is crucial to understand the underlying heterogeneity and its implications to outcomes.

Practical implications

Highly active and provider-oriented are the two styles that should be particularly encouraged because of their association with positive outcomes. Personalised strategies need to be developed and resources need to be put in place to build productive relationships amongst service providers, customers and peers and to increase the perceived value of such interactions so as to shift customers towards more active styles.

Originality/value

The study advances the understanding of customer value cocreation and its link to well-being by empirically deriving five distinct practice styles and demonstrating how they differ across meaningful well-being and satisfaction dimensions.

Details

European Journal of Marketing, vol. 55 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Article
Publication date: 13 March 2017

Dr Cheryl Leo and Jillian C. Sweeney

450

Abstract

Details

Journal of Service Theory and Practice, vol. 27 no. 2
Type: Research Article
ISSN: 2055-6225

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