Dissertation/Thesis Abstract

Evaluating the Effects of Consumers' Co-production on Service Quality Outcomes: A Quantitative, Single Industry Study
by McKinney, Scott A., D.B.A., Northcentral University, 2018, 176; 10937395
Abstract (Summary)

There has been a major shift of the world’s economies towards service and the need to understand a service-dominant economy. A need exists to comprehend marketing at the granular level both theoretically and practically and expand the theory of Service-dominant logic. Despite co-production being considered one of the most important elements of value co-creation –the epicenter of SDL–, little empirical research has been conducted to establish its relationship in the value co-creation process. The purpose of this quantitative single industry design was to operationalize consumer co-production and evaluate its effects on consumers’ perceptions of service quality. This quantitative single industry study utilized a survey method with purposive sampling over a two-month period and included 117 participants from multiple healthcare facilities. An anonymous online survey was utilized to collect data on the dependent variable of service quality (representing value creation) and the independent variables of average hours of services each week and duration of services (representing co-production). Data were evaluated utilizing descriptive statistics, Spearman’s correlation coefficient, and multiple regression analysis. There was a linear and correlative relationship between the duration of treatment and SERVPERF scores (p < .05) but not with SERVQUAL scores. A linear relationship exists between; duration and intensity, and SERVPERF (p < .05), and duration and SERVPERF (p < .01). Duration has a linear effect on consumer’s evaluative outcomes of service quality independent from expectations prior to treatment but only accounts for 5.2% of the outcome. Intensity has no relationship with the dependent variable. The implications of these findings suggest a significance of established and ongoing relationships in the value co-creation process. Future research could evaluate how expectations may negatively affect service quality outcomes and explore individual elements of co-production in more depth.

Indexing (document details)
Advisor: Thompson, Robert
Commitee: Bakari, Marie, Guilbault, Melodi
School: Northcentral University
Department: Business and Technology Management
School Location: United States -- California
Source: DAI-A 80/03(E), Dissertation Abstracts International
Subjects: Marketing
Keywords: Co-production, Perceived value, SD logic, Service dominant logic, Service quality, Value creation
Publication Number: 10937395
ISBN: 978-0-438-50949-8
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