Evaluating the Customer’s Iterative Value Creation System for Prolonged Services: Insights, Gaps and Recommendations for Future Research

EasyChair Preprint 6963

Abstract

Prolonged services, such as higher education, financial management, and healthcare services, offer significant benefits for customers who comply with assigned service recommendations. Much research, however, shows that many customers fail to obtain value from these long-term service offerings, as evident by modest college retention rates, medication adherence rates, debt management program dropout rates (Badaway, Shah, Beg and Heneghan 2020; Guo, et al. 2013; National Student Clearinghouse 2021). Researchers suggest that this likely occurs due to the difficulty associated with creating and maintaining value creation systems that support compliance to prolonged service recommendations (Guo, et al., 2013; Spanjol, et al., 2015; Temerak et al., 2018). While service recommendations vary in terms of scope and temporal nature (Spanjol et al. 2015), many prolonged service recommendations entail the repetitive achievement of coproduction goals over long or indefinite periods of time before value can be obtained from the service offering (Bendapudi and Leon, 2003; Mende et al., 2017; Spanjol et al., 2015; Temerak et al., 2018). The iterative nature of these coproduction goals requires that customers transform recommendations to save, study, and take chronic medicines, into layered systems of interdependent coproduction tasks and behavioral routines that are habituated to comply with provider guidelines (Spanjol et al., 2015; Temerak et al. 2018). This research presents a framework for understanding the customer’s iterative value creation system for prolonged services, gaps are identified, and guidance is provided for future research.

Keyphrases: Coproduction, iterative value creation, value creation

@booklet{EasyChair:6963,
  author    = {Jennifer Taylor and Katherine Roberto},
  title     = {Evaluating the Customer’s Iterative Value Creation System for Prolonged Services:  Insights, Gaps and Recommendations for Future Research},
  howpublished = {EasyChair Preprint 6963},
  year      = {EasyChair, 2021}}