Serving yourself: value self-creation in health care service



Publication Details

Zainuddin, N., Tam, L. & McCosker, A. (2016). Serving yourself: value self-creation in health care service. Journal of Services Marketing, 30 (6), 586-600.


Purpose: This paper aims to investigate the concept of value self-creation and provides a formal definition for this concept. The paper suggests that it sits within an overall continuum of value creation that includes value delivery and value co-creation.

Design/methodology/approach: A proposed model of value self-creation was developed and empirically tested in a health care self-service, bowel screening. An online, self-completion survey was administered to Australian men and women aged 50 years and above, as this represents the primary target population for bowel screening.

Findings: The results of the structural equation modelling in AMOS suggest that consumers can self-create value, leading to desired outcomes of satisfaction with the consumption experience and behavioural intentions to engage with the self-service again in the future. The findings provide empirical evidence to suggest that consumers' behavioural contributions represent the most important consumer contributions in self-service, followed by cognitive contributions.

Originality/value: The study provides an empirically validated model of value self-creation in health care self-service. Much of the existing research on value co-creation has concentrated on traditional service types and is ill-placed to explain the value creation processes in self-services. This study offers originality by addressing this gap and demonstrating to service managers how they can manage consumer contributions towards a self-service and facilitate value-self creation, even though they are not present during the consumption stage of the consumption process.

Please refer to publisher version or contact your library.



Link to publisher version (DOI)