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Customer Participation in Health Care Services: A Proposed Framework for Enhancing Chronic Illness Management

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From Micro to Macro: Dealing with Uncertainties in the Global Marketplace (AMSAC 2020)

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Abstract

Customer participation (CP) is a major research area in services marketing. The focus remains on outcomes of CP, mainly in want-based services. The existing literature is limited to answer; what is meaning of CP in need-based services like health care? how CP itself is being affected? and what is role of psychological forces on CP. The mix method research is used to answer these questions. Seventy-five semi structured interviews were conducted with doctors, patients and paramedical staff to conceptualize patient participation and patient education as study constructs besides identifying certain psychological factors in building a conceptual model. Structural equation modeling (SEM) is used to test the model by analyzing survey data of 690 patients of chronic diseases like diabetes, hypertension and cancer. Findings show that patient education has a significant positive impact on participation, patient perceived control and satisfaction. Conceptual fluency mediates relationship between patient education and participation. Doctor’s psychological considerations strengthen positive relationship between patient education and conceptual fluency. The study concludes with research directions and policy implications for professionals.

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Author information

Authors and Affiliations

  1. Aix Marseille Université, Marseille, France

    Muhammad Junaid

  2. Université Jean Moulin Lyon 3, Lyon, France

    Kiane Goudarzi

Authors
  1. Muhammad Junaid
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  2. Kiane Goudarzi
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Correspondence to Muhammad Junaid .

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Editors and Affiliations

  1. IESEG School of Management, Paris, France

    Felipe Pantoja

  2. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Shuang Wu

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Junaid, M., Goudarzi, K. (2022). Customer Participation in Health Care Services: A Proposed Framework for Enhancing Chronic Illness Management. In: Pantoja, F., Wu, S. (eds) From Micro to Macro: Dealing with Uncertainties in the Global Marketplace. AMSAC 2020. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-89883-0_110

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