How does value co-creation transform quality of life at the bottom of the pyramid?

ABSTRACT

Value co-creation (VCC) has gained momentum in recent years due to the dramatic growth of digital technology. There is an ever-growing surge in academia and industry to understand the dimensions and outcomes of VCC through various digital platforms. However, there is sparse literature on VCC in the bottom of the pyramid (BoP) context, especially for technology-driven healthcare. Drawing on the service-dominant (S-D) logic and consumer culture theory (CCT), this research develops and validates a VCC model in the context of mobile healthcare for poor patients at the BoP. The findings identify VCC as a hierarchical construct that has a direct and indirect impact on continuance intentions and patient’s quality of life (QOLI) in which empowerment plays a mediating role. The authors discuss the implications for advancing VCC research and recommend avenues for linking it with economic (continuance) and social benefits (i.e. QOLI).

KEYWORDS:

• Value co-creation
• customer empowerment
• quality of life
• bottom of the pyramid
• mHealth

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Shahriar Akter

Shahriar Akteris an Associate Professor of Digital Marketing, Analytics & Innovation at the School of Business, University of Wollongong, Australia. He was awarded his PhD from the University of New South Wales (UNSW) Business School Australia, with a doctoral fellowship in research methods from the University of Oxford. He has published in leading business and management journals with a Google Scholar h-Index of 30 and around 7,000 citations. He was also the Guest Editor of the Journal of Strategic Marketing, International Journal of Operations and Production Management, Electronic Markets, Journal of Organizational and End User Computing, International Journal of Information Management for their special issues on various management research.

Mujahid Mohiuddin Babu

Mujahid Mohiuddin Babu works as an Assistant Professor in Marketing in Coventry University, UK. His research interest lies in the areas of firms’ strategic orientation, value creation, customer engagement, Technology in marketing, Big data analytics capability and its application employee engagement. His research works have been presented and published in various leading Journals and conferences of business and marketing such as Industrial Marketing Management, Journal of Business Research,Technological Forecasting and Social Change, Journal of Marketing Management, Information Systems Frontiers, Strategic Change, Information Systems Management , Annals of Operation Research, Production Planning and Control, Journal of Strategic Marketing, EMAC, Academy of Marketing, American Marketing Association (AMA) and Academy of Marketing Science (AMS). His work has received Best Paper Award at the Academy of Marketing Conference 2017. 

Md Afnan Hossain

Md Afnan Hossainis a Senior Lecturer at the Department of Marketing and International Business, School of Business and Economics, North South University, Bangladesh, and a Ph.D. candidate at the School of Business, University of Wollongong, Australia. He has demonstrated excellence in research by publishing many research papers in top-tier journals (e.g., Scimago Q1 journals). He is also an active reviewer of some reputed international journals such as Annals of Operations Research, Journal of Strategic Marketing, International Journal of Information Management, Marketing Intelligence and Planning, etc.

Umme Hani

Umme Hani is a PhD candidate at the School of Business, University of Wollongong, Australia. She has completed her Masters in Marketing from the Sydney Graduate School of Management (SGSM) at the University of Western Sydney, Australia. Her primary research interests are relationship quality, service quality, and social banking. She has published her work in the Journal of Business Research, Journal of Service Research, Journal of Marketing Management, International Journal of Information Management, Technology Forecasting and Social Change, Behaviour & Information Technology, and International Journal of Marketing Studies.