Customer Value Co-Creation within Partnership Models of Health Care: An Examination of the New Zealand Midwifery Partnership Model

Author:

Krisjanous Jayne1,Maude Robyn2

Affiliation:

1. School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand

2. Graduate School of Nursing, Midwifery and Health, Victoria University of Wellington, Wellington, New Zealand

Abstract

This exploratory work proposes that partnership models of health care provide a context for customer value co-creation as premised within the framework of Service-Dominant Logic (S-D logic). The main objective of this research is to explore the phenomenon of customer value co-creation within a partnership model of health care and classify the nature of activities clients engage in that might be considered customer value co-creation oriented. The context for this study is the New Zealand midwifery service which delivers health care within a partnership model known as the Midwifery Partnership Model (MPM). The study uses a subjective personal introspection (SPI) approach. Reflection and discussion finds a partnership health care model such as the MPM is facilitative of customer value co-creation. However, models predicated only on a partnership practice style may need broadening in order to be more comprehensive of additional potential value co-creation practice styles within a targeted health market. Our study contributes to the field of customer value co-creation in health by addressing calls for more work in the area. In particular this article focuses on a context where partnership is an underlying premise for service design.

Publisher

SAGE Publications

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