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

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.

Citation

Pham, T.-A.N., Sweeney, J.C. and Soutar, G.N. (2019), "Customer value cocreation activities: An exploration of psychological drivers and quality of life outcomes", Journal of Service Theory and Practice, Vol. 29 No. 3, pp. 282-308. https://doi.org/10.1108/JSTP-07-2018-0163