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Co‐creating value using customer training and education in a healthcare service design
Author(s) -
Damali Uzay,
Miller Janis L.,
Fredendall Lawrence D.,
Moore DeWayne,
Dye Cheryl J.
Publication year - 2016
Publication title -
journal of operations management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.649
H-Index - 191
eISSN - 1873-1317
pISSN - 0272-6963
DOI - 10.1016/j.jom.2016.10.001
Subject(s) - task (project management) , health care , service quality , knowledge management , service (business) , conceptual model , business , customer retention , value (mathematics) , customer service , marketing , process management , computer science , engineering , machine learning , economic growth , economics , database , systems engineering
In services, which require significant customer participation to create value, customers who lack the knowledge, skills and motivation necessary to participate effectively can negatively impact service quality and cost outcomes. This paper develops a conceptual model to investigate the effectiveness of utilizing customer training and education (CTE) to improve customer readiness to provide effective behaviors in a professional service. The model was tested using survey data from patients diagnosed with diabetes who received CTE as part of their healthcare service. We found that customers who are taught why they have to perform the tasks, have higher levels of motivation to perform these tasks effectively. Further, as proposed by the customer readiness model, when their task performance is higher, they have improved health and lower healthcare costs.