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Exploring Value Destruction in Social Marketing Services

Journal Article


Abstract


  • Purpose – This paper seeks to draw from services marketing theory as an alternative and under-used

    pathway to social and behaviour change for the achievement of societal well-being. Social marketing services

    are an important part of social change programmes as they contribute towards service users’ health, wellbeing,

    and the fulfilment of social marketing goals. However, value destruction can occur in users’ service

    experiences, leading to a decline rather than improvement of their well-being. The purpose of this paper is to

    understand the nature of the value destruction process and identify the outcomes in social marketing services

    from a consumer’s perspective.

    Design/methodology/approach – A qualitative exploratory study using a focus group (n = 4) and

    individual depth interview (n = 4) methods was undertaken. The discussions were guided by a semistructured

    interview guide and were audio recorded and transcribed verbatim.

    Findings – Thematic analysis of the data revealed two value destruction processes: incongruent resource

    application and misuse of firm resources. The value destruction processes suggest three types of outcomes:

    reduced usage of the service, termination of service and strategic behavioural actions.

    Originality/value – This study is the first to examine value destruction processes and outcomes in social

    marketing services from a consumer’s perspective. This study contributes towards the small but growing

    body of research on value destruction in both commercial and social marketing by challenging the

    assumption that value creation is always positively valenced and responding to critique that there is currently

    insufficient focus on value destruction in service research and its impact on well-being.

Publication Date


  • 2017

Citation


  • Leo, C. & Zainuddin, N. (2017). Exploring Value Destruction in Social Marketing Services. Journal of Social Marketing, 7 (4), 405-422.

Scopus Eid


  • 2-s2.0-85031099957

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1294

Has Global Citation Frequency


Number Of Pages


  • 17

Start Page


  • 405

End Page


  • 422

Volume


  • 7

Issue


  • 4

Place Of Publication


  • United Kingdom

Abstract


  • Purpose – This paper seeks to draw from services marketing theory as an alternative and under-used

    pathway to social and behaviour change for the achievement of societal well-being. Social marketing services

    are an important part of social change programmes as they contribute towards service users’ health, wellbeing,

    and the fulfilment of social marketing goals. However, value destruction can occur in users’ service

    experiences, leading to a decline rather than improvement of their well-being. The purpose of this paper is to

    understand the nature of the value destruction process and identify the outcomes in social marketing services

    from a consumer’s perspective.

    Design/methodology/approach – A qualitative exploratory study using a focus group (n = 4) and

    individual depth interview (n = 4) methods was undertaken. The discussions were guided by a semistructured

    interview guide and were audio recorded and transcribed verbatim.

    Findings – Thematic analysis of the data revealed two value destruction processes: incongruent resource

    application and misuse of firm resources. The value destruction processes suggest three types of outcomes:

    reduced usage of the service, termination of service and strategic behavioural actions.

    Originality/value – This study is the first to examine value destruction processes and outcomes in social

    marketing services from a consumer’s perspective. This study contributes towards the small but growing

    body of research on value destruction in both commercial and social marketing by challenging the

    assumption that value creation is always positively valenced and responding to critique that there is currently

    insufficient focus on value destruction in service research and its impact on well-being.

Publication Date


  • 2017

Citation


  • Leo, C. & Zainuddin, N. (2017). Exploring Value Destruction in Social Marketing Services. Journal of Social Marketing, 7 (4), 405-422.

Scopus Eid


  • 2-s2.0-85031099957

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1294

Has Global Citation Frequency


Number Of Pages


  • 17

Start Page


  • 405

End Page


  • 422

Volume


  • 7

Issue


  • 4

Place Of Publication


  • United Kingdom