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Purpose This study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief model (HBM). Design/methodology/approach Through a cross-sectional survey design, the study adopted a quantitative approach to data collection and analysis. The study used an online survey to collect data from 478 respondents eligible to take the COVID-19 vaccine in Ghana. Findings Attitude, social norm, perceived behavioural control, perceived susceptibility and cues to action were found to be predictors of COVID-19 vaccination intention. The results also showed that perceived severity, perceived benefits and perceived barriers did not predict COVID-19 vaccination intention. Practical implications To enhance the effectiveness of COVID-19 social marketing campaigns, social marketing theories such as the TPB and HBM can aid in assessing the intention of the target population to take the vaccines. An assessment of vaccination intention will help understand disease threat perception and behavioural evaluation. The consideration of the effect of demography on vaccination intention will aid in developing effective campaigns to satisfy the needs of segments. Originality/value This study adds to the limited research on understanding citizens’ intention to vaccinate against COVID-19 by combining the TPB and HBM to predict vaccination intention. The study contributes towards the use of social marketing practices to enhance the efficacy of vaccination campaigns.

Purpose – The purpose of this paper is to differentiate the production process within services from the dominant manufacturing-based production process, with the objective of delineating the production process in services and highlighting its implication for service productivity. Design/methodology/approach – This study critically reviewed the extant literature on the production processes in manufacturing and services from a multidisciplinary perspective and proposed a framework for the service production process and its relationship with service productivity. Findings – The production process for services differs from the dominant manufacturing-based production process and entails an input, transformation process and outcome dimensions. Therefore, any advancement in services, particularly the conceptualisation and measurement of service productivity, is dependent on the application of a service-specific production process. Research limitations/implications – The understanding and delineation of the production process in services would further scholarly understanding of what is means to be productive in services and the impact on the validity of the conceptualisation and measurement of service productivity and other service-related concepts. Practical implications – The proposed service-based production process can further managerial understanding of the measurement and management of productivity in services. Originality/value – This paper delineates the production process in services and highlighted its implication for service productivity. This study, therefore, is a step forward in developing service-specific concepts and measures, particularly service productivity.

This paper aimed to identify the antecedents and corollary of customer readiness for co-production in customer-only co-production services using mobile banking services as a context. Using a structured questionnaire, data were gathered from a sample of mobile banking customers in Ghana and the UK and the data analysis was facilitated by structural equation modelling. From the findings, the antecedents were customer socialisation, customer self-efficacy and customer motivation and the corollary was service productivity. The findings provide managers of customer-only co-production or technology-based services particularly mobile banking services with the specific factors that can be managed strategically and tactically to enhance customer readiness for co-production and service productivity. This study is one of a kind to conceptualise and empirically identify the antecedents and corollary of customer readiness for co-production within the customer-only co-production context. However, as the study was limited to mobile banking services, future studies might test the research model in other customer-only technology-based services.

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