Responding to the call for research to promote better marketing for a better world, this thesis uses a Service-Dominant Logic lens to explore how to support health care customer value cocreation to subsequently improve their quality of life. Building on three empirical papers, the thesis develops a nuanced categorisation of customer value cocreation activities, explores the network of resources integrated into customer value cocreation processes, and examines the transformative potentials of different types of activities. The thesis contributes to the micro-foundation of value cocreation and transformative service literature and unfolds a more comprehensive framework for chronic illness management.
|Qualification||Doctor of Philosophy|
|Award date||28 Jan 2021|
|Publication status||Unpublished - 2021|