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The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting.Design/methodology/approachFocus groups with people with Type 2 diabetes and in-depth interviews with diabetes educators were conducted.FindingsFour types of customer value cocreation activities were found (mandatory (customer), mandatory (customer or organization), voluntary in-role and voluntary extra-role activities). In addition, health locus of control, self-efficacy, optimism, regulatory focus and expected benefits are identified as key psychological factors underlying the customers’ motivation to be active resource integrators and resulting in physical, psychological, existential and social well-being.Originality/valueThe study highlights the various types of customer value cocreation activities and how these affect the various quality of life dimensions.
Journal of Service Theory and Practice – Emerald Publishing
Published: Sep 20, 2019
Keywords: Typology; Quality of life; Health care; Value cocreation; Psychological drivers; Customer activities
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