Serving yourself: value self-creation in health care service

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By Dr Fiona Spotswood

Yesterday, March 1st, the Bristol Leadership and Change Centre at UWE held the first seminar of 2017. Our external speaker was Singaporean Nadia Zainuddin, who is a lecturer and researcher at the University of Wollongong in New South Wales and is a member of the university’s Centre for Research in Socially Responsible Marketing. With a PhD in social marketing and a background as one of the leading thinkers in responsible and social change marketing in the region, her research interests lie predominantly in the area of health services, with a specialised focus on customer value creation.

The presentation Nadia shared was based on a paper she published in Services Marketing last year; “Serving yourself: value self-creation in health care service”. Her quantitative study rigorously explored the nature of self-service health screening, with a focus on bowel-screening; a home-kit type of screening with a high emphasis on customer input. Her findings, based on structural equation modelling, demonstrate that consumers can self-create value, leading to desired outcomes of satisfaction with the consumption experience and behavioural intentions to engage with the self-service again in the future.

Nadia explained the significance of her work for social marketing; that a key role of the discipline is to create conditions in which desirable behaviours are voluntarily undertaken. This prompted an interested debate in the seminar about the different roles of social marketing in the behaviour change context; as a mechanism for persuading and motivating, and as a mechanism for creating and shaping practices. These approaches are both important parts of the behaviour change and social change picture.

Further discussion from an enthusiastic audience centred on the applicability of the self-value model to complex practices like ‘commuting’, where the layers of value that could relate to audience participation are also entangled with infrastructures, institutions, skills and spatial and temporal sequencing as well as attitudes and beliefs. This leads me to wonder about the theoretical implications of the positioning of value – as something within a particular practice, or something held by the actors themselves.

The Bristol Leadership and Change Centre thanks Nadia for her presentation and wishes her best of luck in the next few months as she conducts further research in this are while on sabbatical in Glasgow. If you are interested in taking part in the BLCC seminar series – as a speaker or delegate – please get in touch at


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