Co-creating value and well-being experiences in physiotherapy services
|Author:||Chwialkowska, Agnieszka1; Bhatti, Waheed Akbar2; Arslan, Ahmad3;|
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
|Online Access:||PDF Full Text (PDF, 0.4 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2022110163891
|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.
Journal of services marketing
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
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