Mindful co-creation of transformative service for better well-being

Pham

2021

IJBM

Self Cite

PurposeThis study aims to address two relatively unexplored issues in banking service literature. The first relates to the impact of co-creation behaviors of frontline employees (FLEs) on their well-being. The second is the impact of FLEs' adaptability on their performance of co-creation behaviors and their well-being in the workplace.Design/methodology/approachA structural model was built and tested using survey data collected from 366 FLEs offering financial consulting services to customers at banks.FindingsFLE co-creation behaviors have positive impacts on FLEs’ well-being, including well-being in the workplace (job satisfaction) and general well-being (quality of life). Moreover, FLEs with a high level of interpersonal and service-offering adaptability perform co-creation behaviors better than those with lower adaptability and have higher job satisfaction. Between service-offering adaptability and interpersonal adaptability, the former has stronger effects than the latter.Practical implicationsThe findings suggest that banks develop and enhance FLEs’ adaptability and co-creation behaviors to enhance their well-being and customer value.Originality/valuePrior research on FLEs' co-creation mainly focuses on customer-related transformative outcomes, leaving their own well-being less examined. This study fills this gap by providing evidence to suggest that although active co-creation behaviors require FLEs to have more skills and put in more effort, they do bring about transformative impacts in terms of better job satisfaction and quality of life. Additionally, a high level of adaptability helps FLEs to comfortably perform their co-creation behavior, thereby reducing stress and improving well-being.

Section: Quality Of Life As a Well-being Metricmentioning

confidence: 99%

The transformative outcomes of frontline employee adaptability for service value co-creation: a study of the banking sector

Pham

2021

IJBM

Self Cite

“…In this circumstance, patient adherence to SMBG is represented by the extent to which a patient performs the self-test appropriately and goes on doing the task regularly as required. Prior studies have shown that despite the importance and necessity of such healthcare co-creation behaviors, the full adherence to SMBG is considered challenging and annoying due to factors such as pain, discomfort, frustration, lack of skill, time, or finance (My-Quyen et al 2020 ; Wang et al 2019 ). In such situation, without motivation, ability and effort of patients to be maintained properly; physicians may not fulfill the healthcare service satisfactorily (Spanjol et al, 2015 ).…”

Section: Conceptual Background and Proposed Hypothesesmentioning

confidence: 99%

“…However, if they lack self-efficacy about their ability to perform the task, they may judge that the task is difficult, challenging, or needs an enduring effort to accomplish and the motivation may fade away. They may opt not to perform it to save resources (Inzlicht et al 2018 ) or they may decide to abandon the task after starting it for some time (My-Quyen et al 2020 ). In contrast, if they have a high level of self-efficacy, they are confident that they can mobilize the resources to embark on the task (Luthans and Youssef 2004 ).…”

Section: The Proposed Research Model and Hypothesesmentioning

confidence: 99%

Enabling customer co-creation behavior at a distance: the case of patients using self-monitoring handheld devices in healthcare

Thuy

2021

Serv Bus

Self Cite

The inherent feature of inseparability causes significant sufferings for the service sector. In the case of diabetes disease in healthcare, this problem is reduced by asking patients to self-monitor blood glucose at home (SMBG). Despite the task’s importance, many patients do not fully accomplish. This study investigates what factors of patients affect their adherence to SMBG and how physician consultation fosters their adherence. Empirical results show that the adherence level is driven by patients’ capability and self-efficacy, both of which are fostered by the knowledge acquired from physicians. These findings provide insights to support strategies to reduce the service inseparability.

“…Prior studies have identified facilitators such as customers’ personality traits (Oertzen et al , 2020), cocreation motivation (Ind et al , 2020) or operant resources (My-Quyen et al , 2020). Specifically, various types of customers’ operant resources have been examined such as cocreation literacy (Pham et al , 2022), social-cultural resources (Hau, and2019), self-efficacy (Alves and Mainardes, 2017) and optimism (Pham et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

Understanding how mindfulness sustains customer cocreation effort and transforms service value to well-being

Thi

Pham

2022

JSM

Purpose Mindfulness, while being suggested as an important psychological cognitive capability of customers, has received insufficient attention in studies of transformative services characterized by challenging cocreation behaviors. It is unclear about the contributions of mindfulness to customers’ cocreation and transformative outcomes. This study aims to investigate the direct, indirect, mediating and moderating relationships to explain how mindfulness sustains cocreation effort, increases perceived service value and ultimately enhances the diffusion from the service value to customer well-being. Design/methodology/approach A structural model was developed and tested using the CB-SEM method. Data were surveyed from two transformative service industries, yoga training and higher education (N = 283 and 273 cases, respectively). Findings Customer mindfulness has a positive relationship with cocreation effort, which in turn positively associates with perceived value. Additionally, mindfulness has a direct relationship with perceived value, which then is the full mediator in the relationships between mindfulness, cocreation effort and life satisfaction. Mindfulness also moderates the transformation from service value (immediate outcome) to life satisfaction (long-term outcome). Practical implications Transformative service providers and policymakers should acknowledge and develop strategies to cultivate customers’ mindfulness, which subsequently fosters their value cocreation effort and enhances their well-being. Originality/value This research puts forward the concept of mindfulness, a trainable cognitive capability of customers, and shows its importance in transformative service cocreation. This paper provides a full structural mechanism explaining how mindfulness helps cocreate a transformative service and diffuse its immediate value to customer life satisfaction.