Value co-creation in high-involvement services: the animal healthcare sector

Pyatt, AZ, Wright, GH, Walley, KE and Bleach, E (2017) Value co-creation in high-involvement services: the animal healthcare sector. International Journal of Retail and Distribution Management, 45 (5). pp. 518-531. ISSN 0959-0552

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Abstract

Purpose – The purpose of this paper is to investigate the significance of value co-creation to the UK animal healthcare sector from the perspective of the key industry stakeholders: clients, veterinarians and paraprofessionals. Design/methodology/approach – Value co-creation constructs in the sector were identified and measured using a mixed methods approach comprised of qualitative NVivo© thematic analysis of depth interviews (n ¼ 13) and quantitative exploratory factor analysis (EFA) (n ¼ 271). Findings – Qualitative results revealed nine underlying dimensions regarding service delivery in the sector: trustworthiness, communication, value for money, empathy, bespoke, integrated care, tangibles, accessibility and outcome driven service. EFA of professional survey data loaded onto seven latent factors, with strong value co-creation dimensions identified. Research limitations/implications – The sampling process is sufficiently representative and diverse to present meaningful and valuable results, however, surveying should be extended to include the client group. Due to the originality of the research replication of the study will be beneficial to the broader understanding and application of value co-creation to the high-involvement services of animal healthcare. Practical implications – Recognition of the importance of value co-creation to the sector should encourage professional stakeholders to develop and adopt integrated models of service provision and to provide improved levels of service quality. Originality/value – The paper makes an original contribution to knowledge regarding value co-creation in respect of high-involvement service provision. Its findings should be of value to academics interested in value co-creation in service sectors as well as animal healthcare practitioners seeking to offer better value and quality service provision.