Exploring value destruction in social marketing services

2017 ◽  
Vol 7 (4) ◽  
pp. 405-422 ◽  
Author(s):  
Cheryl Leo ◽  
Nadia Zainuddin
Keyword(s):  
Social Marketing ◽  
Well Being ◽  
Structured Interview ◽  
Service Research ◽  
Marketing Theory ◽  
Firm Resources ◽  
Content Type ◽  
Depth Interview ◽  
Interview Guide ◽  
Service Experiences

Purpose This paper seeks to draw from services marketing theory as an alternative and under-used pathway to social and behaviour change for the achievement of societal well-being. Social marketing services are an important part of social change programmes as they contribute towards service users’ health, well-being, and the fulfilment of social marketing goals. However, value destruction can occur in users’ service experiences, leading to a decline rather than improvement of their well-being. The purpose of this paper is to understand the nature of the value destruction process and identify the outcomes in social marketing services from a consumer’s perspective. Design/methodology/approach A qualitative exploratory study using a focus group (n = 4) and individual depth interview (n = 4) methods was undertaken. The discussions were guided by a semi-structured interview guide and were audio recorded and transcribed verbatim. Findings Thematic analysis of the data revealed two value destruction processes: incongruent resource application and misuse of firm resources. The value destruction processes suggest three types of outcomes: reduced usage of the service, termination of service and strategic behavioural actions. Originality/value This study is the first to examine value destruction processes and outcomes in social marketing services from a consumer’s perspective. This study contributes towards the small but growing body of research on value destruction in both commercial and social marketing by challenging the assumption that value creation is always positively valenced and responding to critique that there is currently insufficient focus on value destruction in service research and its impact on well-being.

Customer delight during a crisis: understanding delight through the lens of transformative service research

2020 ◽  
Vol 32 (1) ◽  
pp. 129-141 ◽  
Author(s):  
Donald C. Barnes ◽  
Jessica Mesmer-Magnus ◽  
Lisa L. Scribner ◽  
Alexandra Krallman ◽  
Rebecca M. Guidice
Keyword(s):  
Critical Incident ◽  
Service Providers ◽  
Psychological Theory ◽  
Well Being ◽  
Service Research ◽  
Service Encounters ◽  
Need Fulfillment ◽  
Content Type ◽  
Customer Delight ◽  
Service Experiences

PurposeThe unprecedented dynamics of the COVID-19 pandemic has forced firms to re-envision the customer experience and find new ways to ensure positive service encounters. This context has underscored the reality that drivers of customer delight in a “traditional” context are not the same in a crisis context. While research has tended to identify hedonic need fulfillment as key to customer well-being and, ultimately, to invoking customer delight, the majority of studies were conducted in inherently positive contexts, which may limit generalizability to more challenging contexts. Through the combined lens of transformative service research (TSR) and psychological theory on hedonic and eudaimonic human needs, we evaluate the extent to which need fulfillment is the root of customer well-being and that meeting well-being needs ultimately promotes delight. We argue that in crisis contexts, the salience of needs shifts from hedonic to eudaimonic and the extent to which service experiences fulfill eudaimonic needs determines the experience and meaning of delight.Design/methodology/approachUtilizing the critical incident technique, this research surveyed 240 respondents who were asked to explain in detail a time they experienced customer delight during the COVID-19 pandemic. We analyzed their responses according to whether these incidents reflected the salience of hedonic versus eudaimonic need fulfillment.FindingsThe results support the notion that the salience of eudaimonic needs become more pronounced during times of crisis and that service providers are more likely to elicit perceptions of delight when they leverage meeting eudaimonic needs over the hedonic needs that are typically emphasized in traditional service encounters.Originality/valueWe discuss the implications of these findings for integrating the TSR and customer delight literatures to better understand how service experiences that meet salient needs produce customer well-being and delight. Ultimately, we find customer delight can benefit well-being across individual, collective and societal levels.

scholarly journals Commentary: transformative service research and social marketing – converging pathways to social change

2019 ◽  
Vol 33 (6) ◽  
pp. 633-642 ◽  
Author(s):  
Rebekah Russell-Bennett ◽  
Raymond P. Fisk ◽  
Mark S. Rosenbaum ◽  
Nadia Zainuddin
Keyword(s):  
Social Marketing ◽  
Research Agenda ◽  
Theory Development ◽  
Well Being ◽  
Research Progress ◽  
Service Research ◽  
Structural Barriers ◽  
Conceptual Approach ◽  
Content Type ◽  
Common Interests

Purpose The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda. Design/methodology/approach The paper offers a conceptual approach and research agenda by comparing and contrasting the two marketing fields of transformative service research and social marketing. Findings Specifically, this paper proposes three opportunities to propel both fields forward: 1) breaking boundaries that inhibit research progress, which includes collaboration between public, private and nonprofit sectors to improve well-being; 2) adopting more customer-oriented approaches that go beyond the organizational and individual levels; and 3) taking a non-linear approach to theory development that innovates and co-creates solutions. Originality/value This paper presents the challenges and structural barriers for two subfields seeking to improve human well-being. This paper is the first to bring these subfields together and propose a way for them to move forward together.

Consumer well-being research: integrating social marketing and service research

2019 ◽  
Vol 10 (1) ◽  
pp. 125-138
Author(s):  
Raechel Johns
Keyword(s):  
Social Marketing ◽  
Behavioural Change ◽  
Well Being ◽  
Service Research ◽  
Limited Attention ◽  
Extensive Literature ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
Service Ecosystem

Purpose While social marketing (SM) literature has increasingly incorporated service literature into the field, social marketers have paid limited attention to transformative service research (TSR). Similarly, transformative service researchers have neglected to incorporate the more traditional body of literature – SM – into their research. This paper aims to provide an extensive literature review and comparison of the bodies of literature, cautioning researchers to consider both fields of research or risk their work not being as relevant as research incorporating both literature bodies. Social value co-creation is considered as a middle-ground between the two bodies of literature. Design/methodology/approach This paper expands on the conceptual discussion of TSR and the more advanced empirical academic literature on SM. Framed within a context of anti-smoking, this paper explores the differences between SM and TSR, within the service ecosystem. Findings This paper highlights three key differences between SM and TSR. Firstly, SM focuses on changes only within a not-for-profit context, while TSR focuses on changes which may be related to both not-for-profit and for-profit objectives. Secondly, SM broadly appears to take a behavioural change from implementation perspective, with an upstream approach; while in contrast, TSR focuses more on interaction for consumer and employee well-being. Finally, when considering the service ecosystem, SM and TSR both operate at all three levels (micro, meso and macro) but may focus on different levels, depending on the initiative. Originality/value With the emergence of TSR, further understanding of this body of literature is necessary; otherwise, social marketers may risk their research losing ground to other bodies of literature.

scholarly journals Designing gamified transformative and social marketing services

2018 ◽  
Vol 28 (1) ◽  
pp. 26-51 ◽  
Author(s):  
Rory Francis Mulcahy ◽  
Rebekah Russell-Bennett ◽  
Nadia Zainuddin ◽  
Kerri-Ann Kuhn
Keyword(s):  
Social Marketing ◽  
Game Design ◽  
Research Priorities ◽  
Well Being ◽  
Service Research ◽  
Mixed Method Research ◽  
Content Type ◽  
Design Elements ◽  
Behavioural Intentions ◽  
Significant Relationships

Purpose The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and serious m-games are designed, and second, to model the effects of game design elements on key transformative service and social marketing outcomes, satisfaction, knowledge, and behavioural intentions. Design/methodology/approach The research adopted a two-study, mixed-method research design, encompassing focus groups (n=21) and online surveys (n=497), using four current marketplace serious m-games. Study 1 was qualitative and the data were analysed in two cycles using an inductive and deductive approach. Study 2 was quantitative and the data were analysed using PLS-SEM. Findings The qualitative results of Study 1 discovered a framework of five game design elements for serious m-games. In Study 2, a conceptual model and hypothesised relationships were tested at a full sample level and by each serious m-game. Results show different significant relationships for each serious m-game and moderate to high levels of explanation for satisfaction and knowledge, and low to high levels of explained variance for behavioural intentions. The findings are therefore not only robust across four different serious m-games, but also demonstrate the nuances of the relationships. Originality/value This research contributes to two service research priorities: leveraging technology to advance services, and improving well-being through transformative services. This research demonstrates that gamification through serious m-games is one form of technology that can be designed to create a satisfying and knowledge-creating service experience, which can also influence intentions to perform health and well-being behaviours.

A continuum of transformative service exchange: insights for service and social marketers

2019 ◽  
Vol 33 (6) ◽  
pp. 671-686 ◽  
Author(s):  
Josephine Previte ◽  
Nichola Robertson
Keyword(s):  
Social Change ◽  
Text Mining ◽  
Social Marketing ◽  
Large Data ◽  
Well Being ◽  
Service Research ◽  
Content Type ◽  
Service Exchange ◽  
High Level

Purpose Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being. However, the mechanism via which such improved well-being results or so-called “transformation” occurs, is not well understood. The purpose of this paper is to examine the claims made in the TSR literature to identity the themes and scholarly meaning of “transformative” service exchange; ascertain the mechanisms used in service contexts to realize transformation, including to motivate long-term, sustainable societal change; and develop a transformative service exchange continuum to guide research and managerial approaches that aim to create uplifting social change. The authors recommend their continuum as a framework to inform how social marketing and service scholars design service solutions to address wicked social problems. Design/methodology/approach This paper presents a qualitative study where Leximancer, a text-mining tool, is used to visualize the structure of themes and concepts that define transformative service exchanges as explained and applied in the literature. Additionally, a profiling analysis of transformation as it is discussed in the TSR literature is used to identify the mechanisms that service marketers have developed to establish current theorization of service thinking for social change. These qualitative phases of analysis then inform the development of the transformative service exchange continuum. Findings A scoping review identified 51 articles across 12 journals, based on this study’s selection criteria for identifying transformative service exchanges. The Leximancer analysis systematically and efficiently guided the authors’ interpretation of the large data corpus and was used in the identification of service themes. The use of text-mining software afforded a detailed lens to enrich the authors’ interpretation and clarification of six high-level concepts for inclusion on a transformative service exchange continuum. Originality/value This paper aims to unpack the meaning of transformative service exchange by highlighting the mechanism(s) used by researchers when designing social change outcomes. It contributes to TSR via the development of the continuum across micro, meso and macro levels. The temporal nature of transformative service exchanges is also elucidated. This continuum integrates current TSR studies and can guide future service studies in the TSR and social marketing domains.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

Social determinants of mental well-being: senses of powerlessness and empowerment among Romani in Ukraine

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Viktoriia Gorbunova ◽  
Natalia Gusak ◽  
Vitalii Klymchuk ◽  
Valeriia Palii ◽  
Vitalina Ustenko ◽  
...  
Keyword(s):  
Social Determinants ◽  
Local Community ◽  
Extended Family ◽  
Well Being ◽  
Structured Interview ◽  
Research Strategy ◽  
Content Type ◽  
Main Research ◽  
Main Research Interest ◽  
Mental Well Being

Purpose The purpose of this paper is to explore senses of powerlessness and empowerment among Romani in Ukraine in relation to such social circles as the extended family, the Romani local community and the whole Ukrainian society. The main research interest is focused on situations and factors that make people feel powerless or empowered. Design/methodology/approach The study was conducted using a semi-structured interview method via telephone. Romani NGO experts approved the interview content. Trained Roma-facilitators were interviewers. Every interview was transcribed for further thematic analysis. Findings The most prominent empowerment factors for Romani people are located within their families and local communities, while the bigger society (Ukrainians themselves and Ukrainian public institutions) is a main source of powerlessness. At the same time, the rigid role of family and community expectations is seen as detrimental for both males and females. Originality/value The paper is original in terms of its topic (senses of powerlessness and empowerment among Romani in Ukraine as social determinants of mental well-being) and research strategy (engagement of Roma-facilitators as interviewers).

Level of awareness of formwork design in the Ghanaian construction industry; enabling future technology application

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clement Boakye Danquah ◽  
Alex Acheampong ◽  
Theophilus Adjei-Kumi
Keyword(s):  
Construction Industry ◽  
Web Application ◽  
Inductive Reasoning ◽  
Structured Interview ◽  
Content Type ◽  
Technology Application ◽  
Code Of Practice ◽  
Future Technology ◽  
Interview Guide ◽  
Specific Regulation

Purpose In the Ghanaian construction industry (GCI), the option for stakeholders to adopt formwork design as a building construction requirement is uncommon place. This is due to the low level of awareness and practice of formwork design. As a result of this, there have been formwork accidents, cost and time overruns in construction. This paper aims to solicit the view of stakeholders on the awareness of formwork design practices in the GCI. Design/methodology/approach This paper adopted the interpretivism research philosophy and inductive reasoning. Through a semi-structured interview guide, data was collected. The data (interview) recorded was transcribed using the Amberscript web application. This study used thematic analysis in analyzing the data collected using Nvivo 10 software. Findings The data collected from the 22 professionals indicated that the respondents were unaware of the concept of formwork design and its practice, neither could they speak to the existence of any specific regulation nor code of practice. However, the respondents established that there was a need to design formwork and stated some benefits of it. Originality/value From the literature, little research has been done on formwork design and its context in the GCI is yet to be explored. This research attempts to fill this gap. The findings indicate that to practice formwork design, there must be education and training of human resources for formwork design, there must be a code of practice to guide the design process and legal backing through policies and regulations to mandate the design.

scholarly journals Promoting psychological well-being in doctoral students: a qualitative study adopting a positive psychology perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Patricia C. Jackman ◽  
Kelly Sisson
Keyword(s):  
Positive Psychology ◽  
Doctoral Students ◽  
Well Being ◽  
Structured Interview ◽  
Support Network ◽  
Psychological Well Being ◽  
Doctoral Graduates ◽  
Content Type ◽  
Psychology Perspective ◽  
Pathological Focus

Purpose Concerns about psychological well-being (PWB) in doctoral students have grown in recent years. The purpose of this study was to explore qualitatively doctoral students’ perceptions of factors that promoted their PWB during the doctoral journey. Design/methodology/approach Nine recent doctoral graduates at an English university participated in the study. Participants recalled their experience and PWB during the doctoral journey via a life grid and semi-structured interview. The life grids were visually inspected to identify high points in PWB whilst the interview data were analysed thematically. Findings The analysis produced the following seven themes representing factors that participants described during periods of better PWB: accomplishments; intrinsic rewards; self-efficacy; comprehension and understanding; supervisor support; wider support network; and self-care and lifestyle. Originality/value By adopting a positive psychology approach and exploring qualitatively factors that promoted PWB in doctoral students, this study offers an alternative perspective to research on doctoral student well-being, which has largely adopted a pathological focus. As such, the study demonstrates the utility of approaching research on doctoral students’ PWB from a positive psychology perspective. Findings are discussed in relation to the extant literature, and future directions for research are outlined.

scholarly journals Community-Based Green Care Initiative

2018 ◽  
Vol 8 (11) ◽  
Author(s):  
SOLAJA MAYOWA OLUDELE
Keyword(s):  
Parenting Styles ◽  
Survey Design ◽  
Well Being ◽  
Self Esteem ◽  
Future Research ◽  
Social Psychological ◽  
Community Based ◽  
Ogun State ◽  
Depth Interview ◽  
Interview Guide

Community-based green care initiative is an intervention geared towards satisfying the environmental, social, psychological, medical and material care for stimulating healthy well-being of children, adolescence and adults. Evidence-based studies have established that there is continual degeneration of self-esteem among adolescence in developing countries including Nigeria due to problems associated with unsustainable parenting styles and teaching patterns. It is in the light of this, the study examines a community-based green care initiative as a catalyst for sustainable parenting styles, teaching patterns and child self-esteem in Ogun State, Nigeria. The study adopted exploratory survey design and tested three hypotheses on the subject matter. A self-structured questionnaire and in-depth interview guide were used for data collection. Quantitative data were analysed through percentage distribution table and multiple regressions while qualitative data were analysed using direct quotes. Findings were discussed with reference to relevant empirical literatures and future research highlighted.

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