Title: 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

Authors: Muqqadas Rehman; Alison M. Dean; Guilherme D. Pires

Addresses: University of Newcastle, Newcastle Business School, University Drive, Callaghan 2308 NSW, Australia ' University of Newcastle, Newcastle Business School, University Drive, Callaghan 2308 NSW, Australia ' University of Newcastle, Newcastle Business School, University Drive, Callaghan 2308 NSW, Australia

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.

Keywords: services marketing; healthcare research; service dominant logic; value co-creation; customer participation; sole value creation; living support services; LSS; quality of life; oncology patients; supplier-customer interaction; day care patients; vulnerable consumers; diabetes; obesity; cancer patients.

DOI: 10.1504/IJBHR.2012.051382

International Journal of Behavioural and Healthcare Research, 2012 Vol.3 No.3/4, pp.226 - 243

Published online: 20 Aug 2014 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article