A research framework for examining customer participation in value co-creation: applying the service dominant logic to the provision of living support services to oncology day-care patients

Author： Rehman Muqqadas Dean Alison M. Pires Guilherme D.

Publisher： Inderscience Publishers

ISSN： 1755-3539

Source： International Journal of Behavioural and Healthcare Research, Vol.3, Iss.3-4, 2012-01, pp. : 226-243

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Abstract

Quality of life is a concern that extends to various specialist areas, such as the provision of oncology and associated ancillary services, and the living support services (LSS) provided to patients. Bringing together healthcare and marketing research, this paper develops a research framework that applies the principles of the service-dominant logic (S-D L) to an examination of the importance of consumers' participation in the value co-creation process and, ultimately, its effect on perceived quality of LSS by oncology day-care consumers. The proposed framework is amenable to application in multiple service settings involving vulnerable consumers, such as those related to diabetes and obesity.