Customer Effort in Value Cocreation Activities Improving Quality of Life and Behavioral Intentions of Health Care Customers

Transformative service research is particularly relevant in health care where the firm and customer can contribute to individual as well as societal well-being. This article explores customer value cocreation in health care, identifying a hierarchy of activities representing varying levels of custom...

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Bibliographic Details
Published inJournal of service research : JSR Vol. 18; no. 3; pp. 318 - 335
Main Authors Sweeney, Jillian C., Danaher, Tracey S., McColl-Kennedy, Janet R.
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.08.2015
SAGE PUBLICATIONS, INC
Subjects
Consumer behavior
Customer services
Decision making models
Health services
Patient satisfaction
Quality of life
Studies
participation
resource integration
activities
hierarchy
customer effort in value cocreation activities
value cocreation
customer effort
quality of life
satisfaction
health care
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Summary:Transformative service research is particularly relevant in health care where the firm and customer can contribute to individual as well as societal well-being. This article explores customer value cocreation in health care, identifying a hierarchy of activities representing varying levels of customer effort from complying with basic requirements (less effort and easier tasks) to extensive decision making (more effort and more difficult tasks). We define customer Effort in Value Cocreation Activities (EVCA) as the degree of effort that customers exert to integrate resources, through a range of activities of varying levels of perceived difficulty. Our findings underscore the importance of viewing health care service as taking place within the customer’s service network that extends well beyond the customer-firm dyad to include other market-facing as well as public and private resources. Moreover, we demonstrate the transformative potential of customer EVCA linking customer EVCA to quality of life, satisfaction with service and behavioral intentions. We do so across three prevalent chronic diseases—cancer, heart disease, and diabetes. Our findings highlight how an integrated care model has benefits for both customers and providers and can enhance customer EVCA.
ISSN:1094-6705
1552-7379
DOI:10.1177/1094670515572128