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Customer Effort in Value Cocreation Activities: Improving Quality of Life and Behavioral Intentions of Health Care Customers
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 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.
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“Research showed that the more effort patients put into value cocreation activities, the more likely they are to continue with the health care provider, to return to the health care provider when they need treatment in the future, and to recommend the provider to others [44].”
From Improving the Theoretical Understanding Toward Patient-Driven Health Care Innovation Through Online Value Cocreation: Systematic Review (2020) · cites this paper as [44]
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Metadata
- Authors
- Sweeney, J. C., Danaher, T. S., & McColl-Kennedy, J. R.
- Affiliations
- UWA Business School, The University of Western Australia, Perth, WA, Australia
- Monash University (AU)
- UQ Business School, The University of Queensland, St. Lucia, Brisbane, Queensland, Australia
- ORCID
- Danaher, Tracey S.
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2015-03-10
- Volume
- 18
- Issue
- 3
- Pages
- 318-335
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W2105718448
- Cited by
- 442
- References
- 102
- Citations by year
- 2026: 32 · 2025: 38 · 2024: 41 · 2023: 54 · 2022: 47 · 2021: 56 · 2020: 36 · 2019: 45 · 2018: 40 · 2017: 36 · 2016: 17
- FWCI
- 77.06
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Service Research (publishedVersion)
- UWA Profiles and Research Repository (UWA) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Health Sciences › Health Professions › General Health Professions › Patient Satisfaction in Healthcare
- Keywords
- customer effort, value co-creation, health services, transformative services, service networks, integrated care, chronic disease, cancer, heart disease, diabetes mellitus, quality of life, service satisfaction, behavioral intention
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