TY - JOUR
T1 - Co-creating value and well-being experiences in physiotherapy services
AU - Chwialkowska, Agnieszka
AU - Bhatti, Waheed Akbar
AU - Arslan, Ahmad
AU - Glowik, Mario
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2023/2/14
Y1 - 2023/2/14
N2 - 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.
AB - 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.
KW - Cultural values
KW - Customer experience
KW - Knowledge sharing
KW - Physician–patient relationship dynamics
KW - Power distance
KW - Value cocreation
KW - Well-being sector
UR - http://www.scopus.com/inward/record.url?scp=85140302061&partnerID=8YFLogxK
UR - https://www.emerald.com/insight/content/doi/10.1108/JSM-11-2021-0423/full/html
U2 - 10.1108/JSM-11-2021-0423
DO - 10.1108/JSM-11-2021-0423
M3 - Journal article
AN - SCOPUS:85140302061
SN - 0887-6045
VL - 37
SP - 12
EP - 24
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 1
ER -