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Serving yourself: value self-creation in health care service

Journal Article


Abstract


  • Purpose

    This paper aims to investigate the concept of value self-creation and provides a formal definition for this concept. The paper suggests that it sits within an overall continuum of value creation that includes value delivery and value co-creation.

    Design/methodology/approach

    A proposed model of value self-creation was developed and empirically tested in a health care self-service, bowel screening. An online, self-completion survey was administered to Australian men and women aged 50 years and above, as this represents the primary target population for bowel screening.

    Findings

    The results of the structural equation modelling in AMOS suggest that consumers can self-create value, leading to desired outcomes of satisfaction with the consumption experience and behavioural intentions to engage with the self-service again in the future. The findings provide empirical evidence to suggest that consumers’ behavioural contributions represent the most important consumer contributions in self-service, followed by cognitive contributions.

    Originality/value

    The study provides an empirically validated model of value self-creation in health care self-service. Much of the existing research on value co-creation has concentrated on traditional service types and is ill-placed to explain the value creation processes in self-services. This study offers originality by addressing this gap and demonstrating to service managers how they can manage consumer contributions towards a self-service and facilitate value-self creation, even though they are not present during the consumption stage of the consumption process.

UOW Authors


  •   Zainuddin, Nadia
  •   Tam, Leona (external author)
  •   Mccosker, Angie (external author)

Publication Date


  • 2016

Citation


  • Zainuddin, N., Tam, L. & McCosker, A. (2016). Serving yourself: value self-creation in health care service. Journal of Services Marketing, 30 (6), 586-600.

Scopus Eid


  • 2-s2.0-84992093294

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/957

Has Global Citation Frequency


Number Of Pages


  • 14

Start Page


  • 586

End Page


  • 600

Volume


  • 30

Issue


  • 6

Place Of Publication


  • United Kingdom

Abstract


  • Purpose

    This paper aims to investigate the concept of value self-creation and provides a formal definition for this concept. The paper suggests that it sits within an overall continuum of value creation that includes value delivery and value co-creation.

    Design/methodology/approach

    A proposed model of value self-creation was developed and empirically tested in a health care self-service, bowel screening. An online, self-completion survey was administered to Australian men and women aged 50 years and above, as this represents the primary target population for bowel screening.

    Findings

    The results of the structural equation modelling in AMOS suggest that consumers can self-create value, leading to desired outcomes of satisfaction with the consumption experience and behavioural intentions to engage with the self-service again in the future. The findings provide empirical evidence to suggest that consumers’ behavioural contributions represent the most important consumer contributions in self-service, followed by cognitive contributions.

    Originality/value

    The study provides an empirically validated model of value self-creation in health care self-service. Much of the existing research on value co-creation has concentrated on traditional service types and is ill-placed to explain the value creation processes in self-services. This study offers originality by addressing this gap and demonstrating to service managers how they can manage consumer contributions towards a self-service and facilitate value-self creation, even though they are not present during the consumption stage of the consumption process.

UOW Authors


  •   Zainuddin, Nadia
  •   Tam, Leona (external author)
  •   Mccosker, Angie (external author)

Publication Date


  • 2016

Citation


  • Zainuddin, N., Tam, L. & McCosker, A. (2016). Serving yourself: value self-creation in health care service. Journal of Services Marketing, 30 (6), 586-600.

Scopus Eid


  • 2-s2.0-84992093294

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/957

Has Global Citation Frequency


Number Of Pages


  • 14

Start Page


  • 586

End Page


  • 600

Volume


  • 30

Issue


  • 6

Place Of Publication


  • United Kingdom