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Article
Publication date: 27 November 2023

Joan Carlini, Rachel Muir, Annette McLaren-Kennedy and Laurie Grealish

The increasing financial burden and complexity of health-care services, exacerbated by factors such as an ageing population and the rise of chronic conditions, necessitate…

Abstract

Purpose

The increasing financial burden and complexity of health-care services, exacerbated by factors such as an ageing population and the rise of chronic conditions, necessitate comprehensive and integrated care approaches. While co-created service design has proven valuable in transforming some service industries, its application to the health-care industry is not well understood. This study aims to examine how health consumers are involved in health-care service co-creation.

Design/methodology/approach

The study searched 11 electronic databases for peer-reviewed articles published between 2010 and 2019. Additionally, hand searches of reference lists from included studies, Google© citation searches and searches for grey literature were conducted. The Whittemore and Knafl integrative framework guided the systematic review, and Callahan’s 6 Ws framework was used to extract data from the included articles, facilitating comparisons.

Findings

The authors identified 21 articles, mainly from the UK, North America and Australia. Despite the need for more research, findings reveal limited and geographically narrow empirical studies with restricted theory and method applications. From these findings, the authors constructed a conceptual model to enhance nuanced understanding.

Originality/value

This study offers four contributions. First, it introduces the Health Service Design Transformation Model for Comprehensive Consumer Co-Creation, illustrating health consumers’ multifaceted roles in shaping services. Second, consumer vulnerabilities in co-creating services are identified, linked to diverse consumer groups, power dynamics and decision complexity. Third, this study suggests broadening participant inclusion may enhance consumer-centricity, inclusivity and innovation in service design. Finally, the research agenda explores consumer experiences, organizational dynamics, value outcomes and co-creation theory for health-care service advancement.

Details

Journal of Services Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Open Access
Article
Publication date: 20 July 2023

Sanja Vrbek and Tina Jukić

This paper aims to develop a model that supports public organisations in making informed strategic decisions as to which public services are most suitable to be improved through…

Abstract

Purpose

This paper aims to develop a model that supports public organisations in making informed strategic decisions as to which public services are most suitable to be improved through co-creation. Thus, it first identifies the features that make public services (un)suitable for co-creation and then applies this knowledge to develop a multi-criteria decision support model for the assessment of their co-creation readiness.

Design/methodology/approach

The decision support model is the result of design science research. While its structure is determined by a qualitative multi-criteria decision analysis, its substance builds on a content analysis of Web of Science papers and over a dozen empirical case studies.

Findings

The model is comprised of 13 criteria clustered into two groups: service readiness criteria from the perspective of service users and service readiness criteria from the perspective of a public organisation.

Research limitations/implications

The model attributes rely on a limited number of empirical cases and references from the literature review. The model was tested by only one public organisation on four of its services.

Originality/value

The paper shifts the research focus from organisational properties and capacity, as the key co-creation drivers and barriers, to features of public services as additional factors that affect the prospect of co-creation. Thus, it makes a pioneering step towards the conceptualisation of the idea of “service readiness for co-creation” and the development of a practical instrument that supports co-creation in the public sector.

Details

Transforming Government: People, Process and Policy, vol. 18 no. 1
Type: Research Article
ISSN: 1750-6166

Keywords

Article
Publication date: 30 August 2023

Ghazale Taheri, Fatemeh Mohammadi and Mona Jami Pour

As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of…

Abstract

Purpose

As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of companies in the competitive market is to undertake social co-creation with the help of customers. Although the use of social media for the development of social interactions has expanded, very little attention has been paid to how the concept of social co-creation is formed on social media by users. Therefore, this study aims to investigate the effect of personality traits and website quality on social co-creation, with the mediating role of trust in tourism websites.

Design/methodology/approach

This research, in terms of purpose, is practical, and in terms of information collection, it is a descriptive survey. The research statistical population is all users of active tourism sites in Iran. The sampling method is non-probability and available sampling. The questionnaire was designed based on the Likert scale and was distributed electronically among the statistical sample. After collecting and reviewing the questionnaires, 203 were used for analysis. The data analysis method in this study is hierarchical multiple regression.

Findings

The results indicated that personality traits and website quality are correlated with trust and social co-creation. The dimensions of website quality, including quality of information, quality of system and quality of service on tourism websites, have considerable and positive effects on trust. Also, all dimensions of the personality traits, except extraversion and neuroticism, have a considerable and positive effect on trust. Moreover, the correlation between trust and social co-creation is positive.

Originality/value

According to the review of the digital marketing literature, some researchers examined the influential factors in co-creation, but there is little research about how the interaction of these three concepts (personality traits, website quality and trust) enhances co-creation. This study contributes to the existing literature with empirical evidence of how personality traits and website quality influence co-creation by mediating the role of trust.

Details

foresight, vol. 26 no. 1
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 13 November 2023

Eimante Survilaite, Vilte Auruskeviciene, Žilvinas Židonis, Dalius Misiunas and Justina Sidlauskiene

The purpose is to investigate the impact of the value co-creation behaviour of parents on a set of education service outcomes, including perceived school reputation, parent…

Abstract

Purpose

The purpose is to investigate the impact of the value co-creation behaviour of parents on a set of education service outcomes, including perceived school reputation, parent satisfaction and teacher competence.

Design/methodology/approach

An online survey of 932 parents of primary and secondary school children was conducted. Canonical correlation analysis (general linear model) was used to test the impact of parental involvement in value co-creation behaviour on education service outcomes.

Findings

Value co-creation behaviour has a positive impact on education service outcomes, but the impact differs depending on the type of behaviour. Parent citizenship behaviour positively affects satisfaction, school reputation and perceived teacher competence. However, parent participation behaviour positively affects satisfaction with the school and perceived teacher competence.

Research limitations/implications

The study used self-reported data from parents, which may be biased and subject to errors. Future research could use more objective measures such as administrative records or teacher reports. The study's results are limited to one country, highlighting the need for further research in multiple countries.

Practical implications

The study's findings have implications for education service providers in terms of the importance of supporting parental involvement in their child's school life via value co-creation behaviour.

Originality/value

The study contributes to the service dominant logic, value co-creation theory and educational marketing literature by providing the detailed empirical evidences of parents' value co-creation outcomes in the context of the primary and secondary schools.

Details

Baltic Journal of Management, vol. 19 no. 1
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 29 November 2023

Rory Francis Mulcahy, Aimee Riedel, Byron Keating, Amanda Beatson and Kate Letheren

The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective…

Abstract

Purpose

The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective well-being of consumers and their co-creation behaviors whilst collaborating with artificial intelligence (AI) service agents. Second, it seeks to understand if AI anxiety and trust in message, function as primary and secondary consumer appraisals of collaborating with AI service agents.

Design/methodology/approach

A conceptual model is developed using the theories of the uncanny valley and cognitive appraisal theory (CAT) with three hypotheses identified to guide the experimental work. The hypotheses are tested across three experimental studies which manipulate the level of anthropomorphism of AI.

Findings

Results demonstrate that verbal and visual anthropomorphism can assist consumer well-being and likelihood of co-creation. Further, this relationship is explained by the mediators of anxiety and trust.

Originality/value

The empirical results and theorizing suggest verbal anthropomorphism should be present (absent) and paired with low (high) visual anthropomorphism, which supports the “uncanny valley” effect. A moderated mediation relationship is established, which confirms AI anxiety and trust in a message as mediators of the AI service agent anthropomorphism-consumer subjective well-being/co-creation relationship. This supports the theorizing of the conceptual model based on the “uncanny valley” and CAT.

Details

Journal of Service Theory and Practice, vol. 34 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Book part
Publication date: 22 January 2024

Pinaz Tiwari

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a…

Abstract

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a destination implies involving tourists, stakeholders and organisers in creating value for a product or service. The innovative strategy of co-creating experiences encourages tourists' engagement, leading to destination promotion. Some notable examples of co-creation in tourism are gastronomic tours, virtual tours and travel guides. This chapter aims at the significance of co-creating experiences at events that lead to destination promotion. Co-creation of experiences at events brings the spotlight from the stage to the audience and is considered the future of the experience economy. The study presents a case study of Jal Mahotsav in Madhya Pradesh, India. The study highlights the multi-stakeholder approach adopted by the authorities to co-create the event experience.

Details

Future Tourism Trends Volume 1
Type: Book
ISBN: 978-1-83753-245-2

Keywords

Article
Publication date: 4 January 2024

Muhammad Salman Latif and Jian-Jun Wang

Given the progressive rise of online health communities (OHC) that have predominantly changed health delivery services, healthcare organizations still face tremendous challenges…

Abstract

Purpose

Given the progressive rise of online health communities (OHC) that have predominantly changed health delivery services, healthcare organizations still face tremendous challenges of low patient participation and lack of high-quality contribution to OHC. Prior scholars indicated that inducing patient value co-creation behavior (VCB) is substantially beneficial for the sustainable growth of OHCs. However, what drives patients' behavior to co-create value is still unknown. To fill this important gap, this study used the service-dominant logic of value co-creation theory and face (mianzi in Chinese) literature to discover how patient co-creation attitude (CA) affects patient VCB. Also, this study aimed to explore the joint mechanism of how face gain (FG) and face loss (FL) impact patients' VCB in OHCs.

Design/methodology/approach

The survey data of 322 patients actively using OHC in China were analyzed via partial least squares structural equation model (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA).

Findings

The results revealed that patient CA positively influences VCB, that is participation behavior (PB) and citizenship behavior (CB). Face gain (FG) strengthens the impact of CA and patient PB and CB, whereas face loss (FL) weakens the impact of CA and patient PB and CB. Furthermore, the fsQCA findings signify the robustness of the study model.

Originality/value

This study explores the multifaceted mechanism of patient value co-creation in OHC and discloses the crucial role of face for the first time. Further, the novel findings of this study provide a robust framework for advancing the understanding of important drivers of patient VCBs that significantly helps healthcare service providers and OHC managers to sustain OHCs.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 9 November 2023

Nitha Palakshappa, Sarah Dodds and Loren M. Stangl

The world continues to grapple with grand challenges – climate change, pandemic, poverty, social injustice and diminishing resources – requiring mitigation if we are to focus on…

Abstract

Purpose

The world continues to grapple with grand challenges – climate change, pandemic, poverty, social injustice and diminishing resources – requiring mitigation if we are to focus on well-being and move towards a more sustainable future. Cultivating sustainable ecosystems offers a possible solution. The purpose of this paper is to understand how sustainable organizations at the meso level can nurture sustainable service ecosystems that provide the potential for greater well-being outcomes for individuals, business, society and the planet.

Design/methodology/approach

Case study data is gathered from 11 sustainable fashion organizations operating at the meso level within a complex ecosystem. The analysis includes interviews with founders and/or key managers and secondary information from company websites and publicly available reports.

Findings

The findings identify key value co-creation sustainable practices at the meso level that facilitate the function of the service ecosystem to create well-being outcomes. Value co-creation practices include – embedding a sustainable ethos; implementing sustainable strategies that embrace innovation, transparency and stakeholder collaboration; and incorporating sustainable communication practices that engage.

Originality/value

Encapsulating sustainability within macromarketing and service ecosystems enables the development of a sustainable service ecosystems framework that has the potential to offer enhanced well-being. Implications for marketing practice in terms of important factors that facilitate service-sustainable ecosystems to enhance well-being are considered.

Details

Journal of Services Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 17 November 2023

Baby Chandra and Zillur Rahman

Artificial intelligence (AI) has a significant impact on value co-creation (VCC). However, a study providing a comprehensive summary of the current state of the art and common…

1333

Abstract

Purpose

Artificial intelligence (AI) has a significant impact on value co-creation (VCC). However, a study providing a comprehensive summary of the current state of the art and common ground of the two fields is missing. The current study aims to fill this gap by conceptualizing the role of AI in VCC and customer decision-making.

Design/methodology/approach

The study reviews literature on VCC and AI together, including a total of 108 articles. To bring the literature together, the authors adopted the antecedents-mediators-outcomes framework and narrative approach that helped them develop a framework by integrating the antecedents, mediators and outcomes of AI-facilitated VCC. Furthermore, the authors also operationalized existing literature to facilitate an understanding of the role of AI in customer decision-making.

Findings

The study, in addition to identifying the common theoretical grounds of VCC and AI (human behavior, cognition and social interactions), operationalizes AI functionality, its characteristics and customer characteristics as the antecedents of AI-facilitated VCC. Moreover, based on literature, on the continuum of low-to-high involvement, four types of decision-making were identified as mediator of the relationship between AI characteristics, customer characteristics and VCC. Additionally, the authors found different categorizations of AI in literature as archetypes to support various forms of VCC.

Originality/value

The study contributes to the literature of VCC and AI by construing a comprehensive framework for analyzing AI's impact on VCC, envisioning customer–AI interaction as continual exchange of advantages in which characteristics of AI and customers play a critical role in customer decision-making and shaping VCC.

Details

Journal of Service Theory and Practice, vol. 34 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 20 March 2024

Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey and Imran Khan

Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement…

Abstract

Purpose

Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.

Design/methodology/approach

We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.

Findings

The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.

Research limitations/implications

We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.

Practical implications

The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.

Originality/value

While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of 858