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Cocreative customer practices: Effects of health care customer value cocreation practices on well-being

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  • McColl-Kennedy, Janet R.
  • Hogan, Suellen J.
  • Witell, Lars
  • Snyder, Hannah

Abstract

Drawing on three studies using data from six separate samples of 1151 health care customers, the authors investigate cocreative customer practices, modeling the effects of customer value cocreation practices on well-being. Results highlight that while positive interactions with medical staff (doctors) lead to increased well-being through engaging in coproducing treatment options, interactions with friends and family and their associated cocreated activities have an even greater positive effect on well-being. Furthermore, several other customer-directed activities have positive indirect effects. Interestingly, activities requiring change can have a negative effect on well-being, except in psychological illnesses, where the opposite is true. The authors conclude with theoretical and managerial implications, highlighting that if interactions and activities with medical professionals are supplemented with customer-directed activities, the positive effect on well-being is significantly enhanced.

Suggested Citation

  • McColl-Kennedy, Janet R. & Hogan, Suellen J. & Witell, Lars & Snyder, Hannah, 2017. "Cocreative customer practices: Effects of health care customer value cocreation practices on well-being," Journal of Business Research, Elsevier, vol. 70(C), pages 55-66.
    • Handle: RePEc:eee:jbrese:v:70:y:2017:i:c:p:55-66
    DOI: 10.1016/j.jbusres.2016.07.006
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    14. Jiyoung Kim, 2018. "The Effect of Patient Participation through Physician’s Resources on Experience and Wellbeing," Sustainability, MDPI, vol. 10(6), pages 1-14, June.
    15. McColl-Kennedy, Janet R. & Danaher, Tracey S. & Gallan, Andrew S. & Orsingher, Chiara & Lervik-Olsen, Line & Verma, Rohit, 2017. "How do you feel today? Managing patient emotions during health care experiences to enhance well-being," Journal of Business Research, Elsevier, vol. 79(C), pages 247-259.
    16. Mifsud, Matthieu & Molines, Mathieu & Cases, Anne-Sophie & N'Goala, Gilles, 2019. "It's MY health care program: Enhancing patient adherence through psychological ownership," Social Science & Medicine, Elsevier, vol. 232(C), pages 307-315.
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    20. Anne Hamby & Justine Rapp Farrell, 2022. "Have you found what you are looking for? How values orientations affect pro‐social change after transformative service experiences," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1375-1391, September.
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