Viewpoint: the role of cancer resource center services on men's health

Purpose This paper aims to develop a conceptual framework that clarifies the social supportive role of cancer resource center services in the lives of men with cancer and its impact on their perceived quality of life. Design/methodology/approach Personal reflections. Findings The authors put forth a conceptual framework which shows that men with cancer may perceive the availability of four types of social support from others present in a cancer resource center. The perceived availability of social support is posited to enhance their perceptions of their quality of life. Research limitations/implications The study yields propositions that may be empirically tested by services and health researchers in future studies. In addition, the research findings may not extend to terminally ill male cancer patients. Practical implications Given the health benefits associated with social support, health-care professionals, social workers and cancer center directors should encourage their male cancer patients to participate in cancer resource programing and activities. Social implications Cancer resource centers offer male cancer patients opportunities to enhance their quality of life beyond the use of pharmaceutical drugs or professional medical treatment. The health benefits may lower costs associated with medical expenses. Originality/value This study contributes to an emerging paradigm in services marketing. It is one of the first papers to focus on the socially supportive role that cancer resource center services may assume in the lives of men with cancer and those surviving the disease.