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

Shahriar  Akter; Mujahid Mohiuddin Babu; Md Afnan Hossain; Umme Hani

doi:10.1080/0267257X.2021.1919745

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

Shahriar Akter, Mujahid Mohiuddin Babu, Md Afnan Hossain, Umme Hani

Research Centre for Business in Society

Research output: Contribution to journal › Article › peer-review

13 Citations (Scopus)

311 Downloads (Pure)

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).

Original language	English
Pages (from-to)	962-992
Number of pages	31
Journal	Journal of Marketing Management
Volume	37
Issue number	9-10
Early online date	11 May 2021
DOIs	https://doi.org/10.1080/0267257X.2021.1919745
Publication status	Published - 2021

Bibliographical note

This is an Accepted Manuscript version of the following article, accepted for publication in Journal of Marketing Management. Akter, S, Mohiuddin Babu, M, Hossain, MA & Hani, U 2021, 'How does value co-creation transform quality of life at the bottom of the pyramid?', Journal of Marketing Management, vol. 37, no. 9-10, pp. 962-992.

It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.

Keywords

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

ASJC Scopus subject areas

Marketing
Strategy and Management

Access to Document

10.1080/0267257X.2021.1919745

Post-PrintAccepted author manuscript, 1.88 MBLicence: CC BY-NC

Cite this

@article{5a358f4cc9354d2e839aaf120f2fb562,

title = "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{\textquoteright}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, mHealth, quality of life, bottom of the pyramid, customer empowerment",

author = "Shahriar Akter and {Mohiuddin Babu}, Mujahid and Hossain, {Md Afnan} and Umme Hani",

note = "This is an Accepted Manuscript version of the following article, accepted for publication in Journal of Marketing Management. Akter, S, Mohiuddin Babu, M, Hossain, MA & Hani, U 2021, 'How does value co-creation transform quality of life at the bottom of the pyramid?', Journal of Marketing Management, vol. 37, no. 9-10, pp. 962-992. It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. ",

year = "2021",

doi = "10.1080/0267257X.2021.1919745",

language = "English",

volume = "37",

pages = "962--992",

journal = "Journal of Marketing Management",

issn = "0267-257X",