Customer value cocreation activities: An exploration of psychological drivers and quality of life outcomes

Research output: Contribution to journalArticle

7 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)282-308
JournalJournal of Service Theory and Practice
Volume29
Issue number3
DOIs
Publication statusPublished - 1 Oct 2019

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