Customer effort in value cocreation activities: improving quality of life and behavioral intentions of health care customers

Sweeney, Jillian C., Danaher, Tracey S. and McColl-Kennedy, Janet R. (2015) Customer effort in value cocreation activities: improving quality of life and behavioral intentions of health care customers. Journal of Service Research, 18 3: 318-335. doi:10.1177/1094670515572128

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Author Sweeney, Jillian C.
Danaher, Tracey S.
McColl-Kennedy, Janet R.
Title Customer effort in value cocreation activities: improving quality of life and behavioral intentions of health care customers
Journal name Journal of Service Research   Check publisher's open access policy
ISSN 1552-7379
1094-6705
Publication date 2015-08-14
Year available 2015
Sub-type Article (original research)
DOI 10.1177/1094670515572128
Open Access Status Not yet assessed
Volume 18
Issue 3
Start page 318
End page 335
Total pages 18
Place of publication Thousand Oaks, CA, United States
Publisher SAGE Publications
Language eng
Subject 1710 Information Systems
3312 Sociology and Political Science
1407 Organizational Behavior and Human Resource Management
Abstract 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 diseasescancer, heart disease, and diabetes. Our findings highlight how an integrated care model has benefits for both customers and providers and can enhance customer EVCA.
Keyword Activities
Customer effort
Customer effort in value cocreation activities
Health care
Q-Index Code C1
Q-Index Status Confirmed Code
Grant ID LP 0775220
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 36 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 41 times in Scopus Article | Citations
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