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Article
Publication date: 22 November 2021

Lisa Schuster and Joy Parkinson

mHealth services are effective and cost efficient, yet wide-scale adoption of these services by consumers has yet to be achieved, constraining their public health benefit. Further…

Abstract

Purpose

mHealth services are effective and cost efficient, yet wide-scale adoption of these services by consumers has yet to be achieved, constraining their public health benefit. Further investigation of non-technological determinants of mHealth adoption is needed; specifically, the role of consumers' goals has received scant attention and forms the research focus.

Design/methodology/approach

Study 1 comprised 20 interviews with participants who possess a health goal, with the data analysed using an abductive reasoning approach. Study 2 was a 15-min online survey (n = 653), with the data analysed using multi-group structural equation modelling.

Findings

Study 1 identified several antecedents to the desirability and feasibility of consumers' health goals, which influence their desire to use mHealth services. Study 2 shows significant differences in the determinants of mHealth service acceptance depending on whether consumers set concrete as opposed to abstract goals, but social acceptance of mHealth services of these services is important for both groups.

Practical implications

The findings suggest emphasising the importance of health goals to achieving other consumer goals (e.g. work or travel goals), the efficacy of mHealth services relative to other service alternatives for achieving those health goals, and the social acceptance of mHealth services to increase their uptake.

Originality/value

This study is the first to use construal-level theory to improve understanding of the role of consumers' goals in the adoption of mHealth services. By identifying the antecedents to goal desirability and feasibility, it also broadens the model of goal-directed behaviour.

Details

Journal of Service Theory and Practice, vol. 32 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 8 May 2017

Timo Dietrich, Jakob Trischler, Lisa Schuster and Sharyn Rundle-Thiele

The purpose of this paper is to investigate how vulnerable consumers can be involved in transformative service design and how this approach may enhance the design of such…

3201

Abstract

Purpose

The purpose of this paper is to investigate how vulnerable consumers can be involved in transformative service design and how this approach may enhance the design of such services. The study also analyzes how co-design with vulnerable consumers differs from existing user involvement processes with the purpose of developing a co-design framework.

Design/methodology/approach

A case study approach was employed, with six high schools in Australia identified as sites to conduct co-design sessions for a school-based alcohol education program. Adolescents were invited to review and (re)design an existing alcohol education program.

Findings

The study indicates that co-design with vulnerable consumers cannot be approached in the same way as conventional user involvement processes. Based on the insights generated from six co-design sessions as well as the examination of user involvement and co-design literature, the authors propose a six-step co-design framework. The six steps comprise resourcing, planning, recruiting, sensitizing, facilitation and evaluation.

Research limitations/implications

The co-design framework illustrates important differences to conventional user involvement processes. However, the generalizability of the research findings is limited to a specific study setting and a narrowly defined sample. Future research in a different setting is needed to further validate the presented findings.

Practical implications

For service design practice, this study provides guidelines on how co-design activities with vulnerable consumers can be effectively resourced, planned, recruited, sensitized, facilitated and evaluated. The framework outlines how co-design may be applied so that vulnerable consumers can become empowered participants during the design process.

Originality/value

This research contributes to the knowledge in transformative service research – a priority in service research – and service design by extending the boundaries of our understanding of processes and tools for the involvement of vulnerable consumers in transformative service design.

Details

Journal of Service Theory and Practice, vol. 27 no. 3
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 11 April 2016

Lisa Schuster, Krzysztof Kubacki and Sharyn Rundle-Thiele

This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the…

2138

Abstract

Purpose

This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour.

Design/methodology/approach

A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents.

Findings

The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable.

Originality/value

The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

Details

Journal of Social Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 10 July 2017

Joy Parkinson, Lisa Schuster, Rory Mulcahy and Heini Maarit Taiminen

This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by…

1872

Abstract

Purpose

This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers.

Design/methodology/approach

A netnographic study was conducted to examine vulnerable consumers’ participation in an online support group for weight management. The Linguistic Inquiry Word Count (LIWC) program was used, and additionally data were coded using open coding. A hybrid approach to data analysis was undertaken using inductive and deductive methods.

Findings

The findings suggest online social support groups can be used as an online “third place” to support vulnerable consumers, with vulnerable groups engaging with the online support group differently than those in the normal weight group. Social support was also found to be bi-directional in nature.

Research limitations/implications

This study only investigates one online support group. To gain deeper insights, other support groups should be examined over a longer period.

Practical implications

This paper demonstrates that transformative services have the hidden capacity to optimize their services to enable vulnerable consumers to co-create social support in a safe place, thus providing a non-judgmental environment with the end goal of improving their health and well-being.

Social implications

Findings reveal how services can enable marginalization and stigmatization to be overcome and inspire social action through the use of online support groups.

Originality/value

This research is unique in that it used a netnography approach to examine how vulnerable consumers interact in an online service setting, reducing self-report bias and allowing for a natural research setting, thus allowing a unique understanding of how vulnerable consumers experience and enact social support.

Details

Journal of Services Marketing, vol. 31 no. 4/5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 14 February 2023

Xin Ming Stephanie Chen, Lisa Schuster and Edwina Luck

Emerging transformative service research (TSR) studies adopt a service system lens to conceptualise well-being across the micro, meso and macro levels of aggregation, typically…

Abstract

Purpose

Emerging transformative service research (TSR) studies adopt a service system lens to conceptualise well-being across the micro, meso and macro levels of aggregation, typically within an organisation. No TSR has yet examined well-being across multiple interconnected organisations at the highest level of aggregation, the meta or service ecosystem level. This study aims to explore how value co-creation and, critically, co-destruction among different actors across interacting organisations enhances or destroys multiple levels of well-being.

Design/methodology/approach

This study uses semi-structured, in-depth interviews to collect data from five types of key actors (n = 35): players, team owners, tournament operations managers, casters and viewers, across 29 interconnected organisations in the oceanic esports industry. The interviews were coded using NVivo 12 and thematically analysed.

Findings

Resource integration on each level of aggregation within a service ecosystem (micro, meso, macro and meta) can co-create and co-destroy value, which leads to the enhancement and destruction of multiple levels of well-being (individual, collective, service system and service ecosystem). Value co-creation and co-destruction, as well as the resultant well-being outcomes, were interconnected across the different levels within the service ecosystem.

Originality/value

To the best of the authors’ knowledge, this research is the first to incorporate a multi-actor perspective on the well-being consequences of value co-creation and value co-destruction within a service ecosystem as opposed to service system. Thus, this research also contributes to the minimal research which examines the outcomes of value co-destruction, rather than value co-creation, at multiple levels of aggregation.

Details

Journal of Services Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 20 September 2019

Joy Parkinson, Rory Francis Mulcahy, Lisa Schuster and Heini Taiminen

Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose…

1309

Abstract

Purpose

Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services.

Design/methodology/approach

This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users.

Findings

Consumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value.

Research limitations/implications

The proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery.

Practical implications

By understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers’ well-being.

Originality/value

This research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created.

Details

Journal of Service Theory and Practice, vol. 29 no. 3
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 10 October 2016

Joy Parkinson, Lisa Schuster and Rebekah Russell-Bennett

This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper…

1098

Abstract

Purpose

This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework.

Design/methodology/approach

This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours.

Findings

This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours.

Research limitations/implications

This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework.

Originality/value

This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.

Details

Journal of Social Marketing, vol. 6 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 14 September 2015

Lisa Schuster, Judy Proudfoot and Judy Drennan

This paper aims to use the Model of Goal-Directed Behavior (MGB) to examine the factors affecting consumers’ continued use of emerging technology-based self-services (TBSSs) with…

2097

Abstract

Purpose

This paper aims to use the Model of Goal-Directed Behavior (MGB) to examine the factors affecting consumers’ continued use of emerging technology-based self-services (TBSSs) with credence qualities. Professional services, which traditionally require specialized knowledge and high levels of interpersonal interaction to produce owing to their credence qualities, are increasingly delivered via self-service technologies. Health services delivered via mobile devices, for example, facilitate self-care without direct involvement from health professionals.

Design/methodology/approach

A mental health service delivered via the Internet and mobile phone, myCompass, was selected as the research context. Twenty interviews were conducted with users of myCompass and the data were thematically analyzed.

Findings

The findings of the study showcase the unique determinants of consumers’ continued use of TBSSs with credence qualities relative to the more routine services which have been the focus of extant research. The findings further provide support for the utility of the MGB in explaining service continuance, although the importance of distinguishing between extrinsic and intrinsic motivational components of behavioral desire and capturing the impact of social influence beyond subjective norms is also highlighted.

Originality/value

This study contributes to recent research examining differences in consumer responses across TBSSs and behavioral loyalty to these services. It also provides empirical evidence for broadening and deepening the MGB within this behavioral domain.

Details

Journal of Services Marketing, vol. 29 no. 6/7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 20 September 2013

Lisa Schuster, Judy Drennan and Ian N. Lings

This study aims to employ the Model of Goal-Directed Behaviour (MGB) to examine the consumer acceptance of technology-based self-service (TBSS) for a credence service instrumental…

3303

Abstract

Purpose

This study aims to employ the Model of Goal-Directed Behaviour (MGB) to examine the consumer acceptance of technology-based self-service (TBSS) for a credence service instrumental to a social goal. Credence services are increasingly delivered via self-service technology and in social marketing, the achievement of social goals can be contingent on consumer acceptance of these services. However, little is known about the determinants of acceptance and extant marketing literature fails to account for emotional and goal influences which are likely to be important.

Design/methodology/approach

The authors interviewed 30 young adults with self-reported stress, anxiety or depression as potential users of a self-help mental health service delivered via mobile phone. The data were analysed deductively and inductively with the assistance of NVivo.

Findings

The findings generally support using the MGB to enhance understanding of consumers' acceptance of TBSS. The paper also found evidence of the importance of maintenance self-efficacy, the self-evaluation of the ability to continue using the service, and a previously ignored element of consumer level competition that arises between alternatives that achieve the same goal.

Originality/value

This study is the first to examine factors that influence consumers' acceptance of TBSS for credence services aimed at achieving a social goal. It builds on understanding of consumer decision making in social marketing, particularly the influence of self-efficacy and competition. It also contributes to attitudinal research by providing initial evidence for deepening and broadening the MGB in the context of TBSSs.

Details

European Journal of Marketing, vol. 47 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 June 2015

Lisa Schuster, Krzysztof Kubacki and Sharyn Rundle-Thiele

This paper aims to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk…

Abstract

Purpose

This paper aims to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk to/from school behaviour. It further examined the utility of employing theory, specifically the theory of planned behaviour (TPB), for this purpose. Childhood obesity is a leading public health concern globally.

Design/methodology/approach

An online survey was conducted with 512 caregivers of primary school children. Caregivers were targeted given their control over children’s walk to/from school behaviour. Two-step cluster analysis, based on 14 geographic, demographic, psychographic and behavioural variables, was used to investigate groupings within the data set.

Findings

The analysis revealed three distinct segments of caregivers, each with unique beliefs about their children walking to/from school: short-distance frequent walkers, middle-distance sporadic walkers and long-distance non-walkers. Four variables were found to be highly important in distinguishing these segments: distance to school, current walk to/from school behaviour, subjective norms and intentions to increase their child’s walk to school behaviour.

Originality/value

The paper demonstrates the usefulness of behavioural, geographic and psychographic variables, as measured by the TPB, in distinguishing segments, offering an important contrast to prior segmentation studies emphasising demographic variables. This result provides empirical evidence of the value of using the four segmentation bases, extending beyond a demographic focus, and the importance of incorporating behavioural theory in market segmentation. In so doing, this research provides key insights into changing children’s walking behaviour.

Details

Young Consumers, vol. 16 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

1 – 10 of 161