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Does well-being differ across customer value cocreation practice styles? An empirical study in a chronic health context

Tram-Anh Ngoc Pham (UWA Business School, University of Western Australia, Perth, Australia and School of Industrial Management, Ho Chi Minh City University of Technology, VNU-HCM, Ho Chi Minh City, Vietnam)
Jillian Carol Sweeney (UWA Business School, University of Western Australia, Perth, Australia)
Geoffrey Norman Soutar (UWA Business School, University of Western Australia, Perth, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 29 March 2021

Issue publication date: 13 July 2021




Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary extra-role activities, this study aims to identify different health-care customer value cocreation practice styles based on the combinations of value cocreation activities they undertake and empirically examine how customers adopting different styles differ in terms of well-being and satisfaction.


The study was conducted across health customers with a variety of chronic conditions. Data were collected from three focus groups and an online survey.


Five customer practice styles, namely, the highly active, other-oriented, provider-oriented, self-oriented and passive compliant customers, were revealed. While a moderate to a high level of activities is often recommended as it is associated with higher levels of physical, psychological, existential and social well-being and customer satisfaction, the results also suggest there is no single ideal style as different styles may be associated with the same level of outcomes.

Research limitations/implications

As customers cocreate value differently, it is crucial to understand the underlying heterogeneity and its implications to outcomes.

Practical implications

Highly active and provider-oriented are the two styles that should be particularly encouraged because of their association with positive outcomes. Personalised strategies need to be developed and resources need to be put in place to build productive relationships amongst service providers, customers and peers and to increase the perceived value of such interactions so as to shift customers towards more active styles.


The study advances the understanding of customer value cocreation and its link to well-being by empirically deriving five distinct practice styles and demonstrating how they differ across meaningful well-being and satisfaction dimensions.



This research is supported by an Australian Government Research Training Program (RTP) Scholarship at The University of Western Australia to the lead author.


Pham, T.-A.N., Sweeney, J.C. and Soutar, G.N. (2021), "Does well-being differ across customer value cocreation practice styles? An empirical study in a chronic health context", European Journal of Marketing, Vol. 55 No. 7, pp. 1901-1929.



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