University of Oulu

Chwialkowska, A., Bhatti, W.A., Arslan, A., & Glowik, M. (2022). “Co-creating value and wellbeing experiences in physiotherapy services”, Journal of Services Marketing. DOI:10.1108/JSM-11-2021-0423

Co-creating value and well-being experiences in physiotherapy services

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Author: Chwialkowska, Agnieszka1; Bhatti, Waheed Akbar2; Arslan, Ahmad3;
Organizations: 1Richards College of Business University of West Georgia, USA
2Aalborg University Business School Aalborg University, Denmark
3Department of Marketing, Management & IB, University of Oulu, Finland
4Berlin School of Economics and Law, Germany
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
Persistent link:
Language: English
Published: Emerald, 2022
Publish Date: 2022-11-01


Purpose: The purpose of this paper is to study the US-based (American) physiotherapy customers’ goals to engage in value cocreation activities during their well-being experience.

Design/methodology/approach: The authors perform Smart PLS-SEM analysis of the primary data of physiotherapy service customers in the USA.

Findings: The findings show that the US well-being customer engages in physiotherapy for individualizing, empowering, development, concerted and ethical motives but not for relating motives. These findings are contrasted with previous research to show that the service-dominant logic is not sufficient to account for the contextual complexity of the well-being experience and to explain the identified differences across culturally different customer segments.

Research limitations/implications: By integrating insights from health-care and cross-cultural literature, the authors highlight the importance of relationship dynamics, culture and institutional context in well-being sector and develop a more comprehensive understanding of the cocreation behaviors in this industry. This helps advance the value cocreation research in well-being sector and promote the well-being experiences such as physiotherapy.

Originality/value: The authors draw from a variety of disciplinary perspectives and challenge the service-dominant (S-D) logic as insufficient in explaining the value cocreation between the customer and expert in the well-being sector. The authors adapt physician–patient relationship model from health-care literature and cultural values of power distance from cross-cultural literature to complement the S-D logic to account for the complexity and nuanced context of the well-being cocreation experience.

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Series: Journal of services marketing
ISSN: 0887-6045
ISSN-E: 2054-1651
ISSN-L: 0887-6045
Volume: In press
DOI: 10.1108/JSM-11-2021-0423
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.