The value of health and wellbeing: an empirical model of value creation in social marketing

Abstract

Purpose -The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key service outcomes of satisfaction and customer behaviour intentions to use a preventative health service again in the future. Design/methodology/approach -An online self-completion survey of Australian women (n ¼ 797) was conducted to test the proposed framework in the context of a free, government-provided breastscreening service. Data were analysed using Structural Equation Modelling (SEM). Findings -The findings indicate that functional and emotional value are created from organisational and customer resources. These findings indicate that health service providers and customers are jointly responsible for the successful creation of value, leading to desirable outcomes for all stakeholders. Practical implications -The results highlight to health professionals the aspects of service that can be managed in order to create value with target audiences. The findings also indicate the importance of the resources provided by users in the creation of value, signifying the importance of customer education and management. Originality/value -This study provides a significant contribution to social marketing through the provision of an empirically validated model of value creation in a preventative health service. The model demonstrates how the creation and provision of value can lead to the achievement of desirable social behaviours -a key aim of social marketing.

The role of health locus of control in value co-creation for standardized screening services

“…Interestingly, the co-creation of emotional value emerged from the data. This is in contrast to previous cancer screening research which finds functional value (the utility of safeguarding one's health through screening) to be a stronger influence on perceived value and satisfaction than emotional value (Zainuddin et. al., 2013;.…”

Customer participation to co-create value in human transformative services: a study of higher education and health care services

“…According to Bettencourt (1997), a successful service creation requires that customers be cooperative, observing rules and policies, and accepting directions from employees. In health care service, responsible behavior manifests in cooperating with diagnostic efforts or other activities such as positioning the body according to the instructions of the radiographers to obtain a chest screen, taking medicaments as prescribed (Zainuddin et al 2013). In higher education service, examples of responsible behavior include home readings or doing assignments, taking part in class meetings.…”

Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal

“…As shown in Figure 2B, activity was significantly associated with behavioural intentions through clarity (β = .08 [.00, .22 These qualities are likely to make these services appear to be responsive to consumers' needs and wants, rather than simply reactive. In health services, this can refer to the interpersonal quality of the service employees who come into direct contact with clients (Dagger et al, 2007), which has been found to be an important quality to preventative health service users like breastscreening (Zainuddin et al, 2013). Both relationships are partially mediated by the BPA of clarity, suggesting that a simple, easily understood brand message about the responsibility and activity of a service will impact consumers' intentions to use the service in the future.…”