The impact of occupational stereotypes in human-centered service systems
ISSN: 1757-5818
Article publication date: 14 February 2019
Issue publication date: 14 February 2019
Abstract
Purpose
The purpose of this paper is to explore the impact that occupational stereotypes held by customers have on value co-creation processes in human-centered service systems (HCSSs) like hospitals. Specifically, by exploring if and how customers’ (i.e. patients’) stereotypes toward frontline employees (e.g. nurses) affect their satisfaction as co-creators of value, this study responds to current service research priorities attempting to understand value co-creation in collaborative contexts like healthcare, and addresses calls to investigate the changing role of health care customers therein.
Design/methodology/approach
A field study was conducted in the context of German hospitals, which provides unique empirical evidence into the relationship between patients’ stereotypes toward healthcare professionals and their satisfaction with health services as well as the mediating mechanisms through which such stereotypes affect patient satisfaction.
Findings
Negative (positive) stereotypes patients hold toward healthcare occupations decrease (increase) their satisfaction and are associated with perceptions of reduced (improved) patient orientation and patient participation in co-creation. However, only perceived patient orientation partially mediates the link between occupational stereotypes and patient satisfaction.
Originality/value
This study develops and tests new hypotheses related to occupational stereotyping in complex HCSSs, and extends previous research on stereotypes in service by exploring the previously unknown mediating mechanisms through which these impact value co-creation processes overall. It furthermore provides important guidance for future research about stereotyping in general, and its impact on value co-creation and HCSS, in particular.
Keywords
Citation
Huetten, A.S.J., Antons, D., F. Breidbach, C., Piening, E.P. and Salge, T.O. (2019), "The impact of occupational stereotypes in human-centered service systems", Journal of Service Management, Vol. 30 No. 1, pp. 132-155. https://doi.org/10.1108/JOSM-12-2016-0324
Publisher
:Emerald Publishing Limited
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