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Hedonic and eudaimonic well-being outcomes from co-creation roles: a study of vulnerable customers

Shikha Sharma (Business School, University of Adelaide, Adelaide, Australia)
Jodie Conduit (Business School, University of Adelaide, Adelaide, Australia)
Sally Rao Hill (Business School, University of Adelaide, Adelaide, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 10 July 2017

Abstract

Purpose

This study aims to provide an understanding of how the participation of vulnerable customers in the co-creation of health-care provision influences their individual well-being outcomes. Using self-determination theory, it demonstrates that co-creation at the point of care and at an organisational or system level impacts individual hedonic and eudaimonic well-being.

Design/methodology/approach

A qualitative approach is adopted to identify the various customer well-being outcomes. Two case studies of health-care organisations, comprising ten in-depth interviews and eight focus groups, as well as documents and noted observations are used for thematic analysis.

Findings

The study demonstrates ways in which vulnerable customers integrate resources to co-create value outcomes. It shows how differing co-creative role of customers with mental illness lead to different customer well-being outcomes. These roles manifest not only the hedonic well-being characteristics of pleasure and happiness but also eudaimonic well-being, which provides a sense of achievement and purpose to customers. The study used self-determination theory to identify different forms of eudaimonic well-being derived from the co-creation roles of co-producer, strategic partner and community citizen.

Originality/value

The co-creation and transformative service literature is extended by demonstrating that a feeling of self-efficacy and self-determination because of value co-creation foster customer well-being. This study demonstrates that co-creation at the point of care and at an organisational or system level impacts individual hedonic and eudaimonic well-being.

Keywords

Citation

Sharma, S., Conduit, J. and Rao Hill, S. (2017), "Hedonic and eudaimonic well-being outcomes from co-creation roles: a study of vulnerable customers", Journal of Services Marketing, Vol. 31 No. 4/5, pp. 397-411. https://doi.org/10.1108/JSM-06-2016-0236

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited