Purpose

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary extra-role activities, this study aims to identify different health-care customer value cocreation practice styles based on the combinations of value cocreation activities they undertake and empirically examine how customers adopting different styles differ in terms of well-being and satisfaction.

Design/methodology/approach

The study was conducted across health customers with a variety of chronic conditions. Data were collected from three focus groups and an online survey.

Findings

Five customer practice styles, namely, the highly active, other-oriented, provider-oriented, self-oriented and passive compliant customers, were revealed. While a moderate to a high level of activities is often recommended as it is associated with higher levels of physical, psychological, existential and social well-being and customer satisfaction, the results also suggest there is no single ideal style as different styles may be associated with the same level of outcomes.

Research limitations/implications

As customers cocreate value differently, it is crucial to understand the underlying heterogeneity and its implications to outcomes.

Practical implications

Highly active and provider-oriented are the two styles that should be particularly encouraged because of their association with positive outcomes. Personalised strategies need to be developed and resources need to be put in place to build productive relationships amongst service providers, customers and peers and to increase the perceived value of such interactions so as to shift customers towards more active styles.

Originality/value

The study advances the understanding of customer value cocreation and its link to well-being by empirically deriving five distinct practice styles and demonstrating how they differ across meaningful well-being and satisfaction dimensions.

中文翻译：

---

客户价值创造实践风格之间的幸福感是否有所不同？慢性健康背景下的实证研究

目的

这项研究利用不同类型的广泛活动，包括强制性（客户），强制性（客户或组织），自愿性角色内和自愿性角色外活动，旨在确定基于医疗保健的客户价值共创实践方式他们进行价值创造活动的组合，并根据经验检查采用不同风格的客户在幸福感和满意度方面的差异。

设计/方法/方法

这项研究是针对具有各种慢性病的健康客户进行的。从三个焦点小组和一个在线调查中收集了数据。

发现

揭示了五种客户实践风格，即高度活跃，面向他人，面向提供者，自我导向和被动遵从的客户。虽然通常建议进行中度到高级的活动，因为它与较高的身体，心理，生存和社交幸福感以及客户满意度有关，但结果也表明，没有单一的理想风格，因为不同的风格可能相关具有相同水平的结果。

研究局限/意义

由于客户以不同的方式共同创造价值，因此了解潜在的异质性及其对结果的影响至关重要。

实际影响

高度活跃和面向提供者的这两种样式应特别鼓励，因为它们与积极的结果相关联。需要开发个性化的策略，并且需要投入资源以在服务提供商，客户和对等方之间建立生产性关系，并增加此类交互的感知价值，从而使客户转向更积极的风格。

创意/价值

该研究通过经验推导五种不同的实践风格，并展示了它们在有意义的幸福感和满意度方面的差异，从而增进了对客户价值创造及其与幸福感的联系的理解。