Tram-Anh N. Pham, Jillian C. Sweeney and Geoffrey N. Soutar
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…
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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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…
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.
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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…
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.
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Jillian C. Sweeney, Pennie Frow, Adrian Payne and Janet R. McColl-Kennedy
The purpose of this study is to examine how servicescapes impact well-being and satisfaction of both hospital customers (patients) and health care professional service providers.
Abstract
Purpose
The purpose of this study is to examine how servicescapes impact well-being and satisfaction of both hospital customers (patients) and health care professional service providers.
Design/methodology/approach
The study investigates how a hospital servicescape impacts two critical outcomes – well-being and satisfaction – of both hospital patients (customers) and health care professionals, who are immersed in that environment.
Findings
The hospital servicescape had a greater impact on physical, psychological and existential well-being for professionals than for patients. However, the reverse was true for satisfaction. The new servicescape enhanced the satisfaction and physical and psychological well-being of professionals but only the satisfaction of customers.
Research limitations/implications
The study implications for health care policy suggest that investment in health care-built environments should balance the needs of health care professionals with those of customers to benefit their collective well-being and satisfaction.
Practical implications
Based on the findings, the authors propose that servicescape investments should focus on satisfying the physical needs of patients while also placing emphasis on the psychological needs of professionals.
Social implications
Health care spending on physical facilities should incorporate careful cost-benefit analysis, ensuring that beneficial features for both user groups are included in new hospital designs, omitting features that are less supportive of well-being.
Originality/value
To the best of the authors’ knowledge, this study is the first to compare the impact of the same real-life servicescape on the satisfaction of both customers and service providers (professionals) and considers the critical health outcome of well-being.
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Tor Wallin Andreassen, Line Lervik-Olsen, Hannah Snyder, Allard C.R. Van Riel, Jillian C. Sweeney and Yves Van Vaerenbergh
Building on the multi-divisional business model (M-model), the purpose of this paper is to develop a better understanding of triadic business models – T-models – and how they…
Abstract
Purpose
Building on the multi-divisional business model (M-model), the purpose of this paper is to develop a better understanding of triadic business models – T-models – and how they create value for their three categories of stakeholders, i.e., the suppliers, the platform firm and the buyers. The research question that guides the present study is twofold: How is value created individually and collectively in triadic business models and what might challenge their sustainability?
Design/methodology/approach
Anchored in extant literature and a process of conceptual modeling with empirical examples from Uber, a new business model archetype was developed for two-sided markets mediated by a middleman.
Findings
The paper provides a theoretically and conceptually derived roadmap for sustainable business in a triadic business model, i.e., for the buyers, sellers and the platform firm. This model is coined the T-model. A number of propositions are derived that argue the relationship between key constructs. Finally, the future beyond the T-model is explored.
Research limitations/implications
The paper identifies, illustrates and discusses the ways in which value is created in sustainable T-models. First, value is created from a number of sources, not only from lower transaction costs. Second, it is proposed that it is not about a choice of either M-model or T-model but rather a continuum. Toward 2050, technology in general and Blockchain specifically may for some transactions or services, eliminate the need for middlemen. The main conclusion is that despite this development, there will, for most organizations, be elements of the M-model in all or most T-model businesses. In short: middlemen will have elements of the M-model embedded in the T-model when co creating value with buyers and sellers.
Originality/value
While two-sided T-models are not new to the business area, surprisingly no papers have systematically investigated, illustrated, and discussed how value is created among and between the three stakeholder categories of the T-model. With this insight, more sustainable T-models can be created.
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Shin-Yiing Lee, Jillian C. Sweeney and Geoffrey Norman Soutar
Despite recognition of the importance of emotions and emotion regulation in service encounters, emotion regulation has been generally studied from an employee perspective. This…
Abstract
Purpose
Despite recognition of the importance of emotions and emotion regulation in service encounters, emotion regulation has been generally studied from an employee perspective. This study investigated customer emotion regulation behaviours (CEREBs) in face-to-face service encounters; arguing for a more nuanced approach through an emotion regulation matrix representing the playing up and downplaying of positive or negative emotions. Motivational factors and service-related situational conditions that influence the likelihood of emotion regulation were also examined.
Design/methodology/approach
Four focus groups and the critical incident technique method were used to obtain data from people who had interacted with service employees within the previous six months.
Findings
There was support for emotion regulation in the four facets of the emotion regulation matrix. Five CEREB dimensions, including verbal behaviours and facial expressions, were evident. Motivational factors and situational conditions that impacted on customer emotion regulation in service encounters were also identified.
Research limitations/implications
The findings were based on two qualitative methods. A quantitative approach should be used to further validate the suggested framework.
Originality/value
Most research on emotion regulation has focused on employees. We examined the phenomenon from a customer viewpoint and in a service encounter context. As customers are not bound by employment rules and conventions, a wider range of emotion regulation behaviours were found. The study used the four-faceted emotion regulation matrix to investigate this, developing a conceptual framework that provides a foundation for future research.
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Jillian C. Sweeney, Carolin Plewa and Ralf Zurbruegg
This paper aims to advance research and practice on value, and more specifically value-in-use, by enhancing knowledge of not only positive but also negative value-in-use facets in…
Abstract
Purpose
This paper aims to advance research and practice on value, and more specifically value-in-use, by enhancing knowledge of not only positive but also negative value-in-use facets in a complex relational context, developing a psychometrically sound measure of these facets and evaluating their effect on various outcome measures across different customer segments.
Design/methodology/approach
A three-stage study was undertaken in the professional service context of financial planning. Following a qualitative stage identifying positive and negative facets of value-in-use, a measurement scale was developed and tested, and extended analysis was undertaken through two quantitative stages.
Findings
The findings provide converging evidence that clients in the study context realise value-in-use, defined in this study at a benefit rather than outcome level, through nine core facets, four positive (expertise, education, motivation, convenience) and five negative (monetary, time and effort, lifestyle, emotional [financial planner], emotional [situation]). While all nine facets impact on at least one of the investigated outcomes, results show that, overall, positive value-in-use facets outweigh the negative ones, with the impact of facets varying depending on client factors (such as customer participation and time to retirement).
Originality/value
The primary contributions of this paper lie in the conceptualisation and measurement of both positive and negative value-in-use facets and their interplay in generating customer outcomes, as well as in the development of a psychometrically sound measure of this construct. Negative value-in-use facets have not been explored to date, despite consumers being sometimes more concerned with risks than gains. Furthermore, the research offers novel insight into the impact of both positive and negative value-in-use on relevant outcomes, while also offering evidence as to the importance of segmentation dimensions in this context.
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Norazlyn Kamal Basha, Jillian C. Sweeney and Geoffrey Norman Soutar
In recent times, many universities have been pressured to become heavily involved in university branding. The purpose of this paper is to investigate students’ perceptions of…
Abstract
Purpose
In recent times, many universities have been pressured to become heavily involved in university branding. The purpose of this paper is to investigate students’ perceptions of different international universities (brands) in terms of important university attributes, including the country in which the university’s main campus is located and educational programs are designed (COD) and the method by which the educational services are distributed internationally (DM).
Design/methodology/approach
Using a conjoint simulation procedure, this paper predicts the impact that university attributes have on Malaysian and Chinese students’ preferences for international universities.
Findings
The results suggest that, although COD and DM are important factors, the extent to which these factors dominate student preference differs significantly across students according to nationality.
Research limitations/implications
The simulation suggests how international universities can improve their branding strategies, and highlights the need to understand students’ preferences when developing marketing strategies.
Originality/value
Past research has compared the importance of university attributes across countries from the perspective of students, but failed to assess this issue in the light of existing university brands (at an institutional or country level). Such knowledge can provide an indication of student preferences and competitive performance, which are of great interest to education marketers. The present study predicts the impact of various university attributes on Malaysian and Chinese students’ preferences for specific international universities (brands) in four different countries, and changes in preference that occur when the style of delivery or course suitability is altered.
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Jillian C. Sweeney, Lester W. Johnson and Robert W. Armstrong
Considers the need for research on cues used by consumers inservice assessment and selection. Reports on a pilot study usingconjoint analysis to examine the trade‐off nature of…
Abstract
Considers the need for research on cues used by consumers in service assessment and selection. Reports on a pilot study using conjoint analysis to examine the trade‐off nature of cues in a restaurant setting. Reveals that price played a less important role in influencing service expectations and selection than more personal sources of information. Notes the effects of low price on service quality expectations. Recommends that practitioners conduct a study among their own market segments and offers advice on developing a list of relevant cues.