PMU75 CONSUMER VALUE OF ANTIDIABETIC, ANTINEOPLASTIC, AND RESPIRATORY DRUGS

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

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Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects

Australasian Marketing Journal ◽

10.1177/1839334921998518 ◽

2021 ◽

pp. 183933492199851

Author(s):

Rory Mulcahy ◽

Rebekah Russell-Bennett ◽

Jo Previte

Keyword(s):

Indirect Effects ◽

Blood Donation ◽

Well Being ◽

Service Research ◽

Direct And Indirect Effects ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Consumer Value ◽

Proposed Model ◽

Important Extension

Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.

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