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 output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


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 languageEnglish
Pages (from-to)962-992
Number of pages31
JournalJournal of Marketing Management
Issue number9-10
Early online date11 May 2021
Publication statusPublished - 2021


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

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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