Table 1.
Construct explanation and its rationale
| Constructs | Conceptual explanations | Underpinning theories or rationales for identifying constructs linked to the transformative framework |
|---|---|---|
| Firm’s efforts in value co-creation | The degree of effort that the service provider exerts to integrate resources through a range of activities that facilitate/empower customers to participate, engage, and create value as a unified entity (Prahalad & Ramaswamy, 2004) | The service-dominant (SD) logic argues that service wellbeing can be reflected through service interaction between customers and employees, highlighting the firm’s role in value facilitations during service use and experience process. Scholars have agreed on the need for collaborative customer-employee interaction and the service provider’s role in value facilitation in designing transformative potential healthcare services (Anderson et al., 2018; Joiner & Lusch, 2016). The potential variables linked to the transformative framework include firm’s value co-creation dimensions (dialogue, access, risk assessment, transparency), patient/customer empowerment, and customer engagement (Albinsson et al., 2016) |
| Evidence-based design (EBD) | A customer-centered servicescape design for enhancing customer service wellbeing. The aim is to create environments that are therapeutic, supportive of customer and family involvement, efficient for staff performance, and restorative for workers under stress (Henriksen et al., 2007) | This paper selects EBD because it encompasses hospital servicescape aspects including art and visuals, plants and greenery, safety and hygiene, patient single rooms, and signage and way-finding. In contrast, similar to other variables such as physical environment quality, tangibles are limited in assessing servicescape designed to lead to the goals of TSR. Besides, EBD has the potential to improve TSR outputs including improved perceptions of the hospital servicescape, patient wellbeing, and sustainability (Hamed et al., 2017) |
| Service guarantees and complaint handling procedures | The degree to which a firm sets clear service quality standards for itself on dimensions that customers care about, and has a formal policy for quickly giving meaningful compensation to customers when these standards are not met (Hays & Hill, 2006, p. 753) | The insights of patient-centered care (PCC) suggest incorporating service guarantees and complaint handling procedures into healthcare service design and service practices (Islam & Muhamad, 2021). The conceptualization of this construct combines several other measures such as service recovery, compensation/refund, and customer dissatisfaction analysis. For instance, the hospital stands behind their services unconditionally. These arguments are also in line with the TSR theme, which looks for wellbeing dimensions compatible with the transformation of the service system or service process (Barry, 2020; Patrício et al., 2020) |
| Social and ethical responsibility | The degree of efforts that a firm exerts to integrate resources through a range of activities that are legal, ethical, and philanthropic in order to protect and enhance the society in which they function (Sureshchandar et al., 2002) | Shifting the direction of research towards sustainability in services, TSR solicits transformative potential of services within service settings that have considerable influence on consumer wellbeing, communities, and ecosystems (Anderson & Ostrom, 2015). TSR looks for service wellbeing dimensions compatible with socially and culturally desirable practices in healthcare reducing biased concentration on mere interaction that potentially related to profits. The insights of TSR fit well in the mainstream business communities, who are interested in social and ethical responsibility that positively affects consumer’s attitudes toward the firm |
| Supports for customer religious needs | The degree of efforts that a firm exerts to integrate resources through a range of activities that uphold customer religious values, beliefs, and practices within a firm in order to reduce customer's stress, improve internal strength and resilience, and increase positive emotions and wellbeing (Moons et al., 2019) | Both the insights from PCC and TSR provide rationales to incorporate specific support services including supports for customer religious and/or spiritual needs/caring. TSR highlights the need for caring and support services to address key issues for specific customer segments and help reduce healthcare disparity and improve healthcare accessibility (Tremblay, 2020). For instance, a Muslim woman receives healthcare services in accordance with their request for religious needs and facilities. The scope and nature of these transformative research areas vary with customers’ context ad needs, for instance, care for older patients, end-of-life care, and spiritual care |
| Customer-perceived service wellbeing (CPSW) | Falter and Hadwich (2020, p. 6) defined customer service wellbeing as a positive response that can be affective and cognitive and varies in intensity of positive emotions during the service process, engagement during the service process, positive relationship with service employees, service meaning, and service accomplishment | Perceived service quality, customer satisfaction, and CPSW are unique constructs. CPSW goes much deeper than the measurements of customer satisfaction and service quality (Falter & Hadwich, 2020). Falter and Hadwich (2020) describe CPSW as the interactive, relational, experiential, and processual character of a service situation. The marketing logics (the SD logic and the CD logic) and TSR, recently developed research areas of marketing and service science, are in pursuit of understanding the dynamics of the interdependency of the combined effects of potential antecedents including the identified constructs for this paper on CPSW |
| Customer’s efforts in value creation activities (high vs. low) | The degree of effort that customer exerts to integrate resources through a range of activities that enhance their ability to create value (either as independently or as co-producer with the provider) (Sweeney et al., 2015) | The CD logic supports the suggestion of a moderating role of customer’s efforts in value creation activities on the links between the antecedents and CPSW. Challenging the assumption of the customer’s passive role in service transactions or exchange processes, the CD logic adopts a more holistic view of how value emerges for the customer and emphasizes the active role of the customer in the value-generating process (Heinonen et al., 2010) |
| Customer-perceived value (high vs. low) | The extent to which customer perceive the evidence-based design as beneficial and valuable (Van Rompay & Tanja-Dijkstra, 2010) | According to CD logic, customers create value through their contexts, activities, practices, and experiences. The effects of attributes of EBD vary with contextual factors (e.g., the type of environment) and customer needs (e.g., the degree to which consumers value social contact or stimulation in a specific setting) (Van Rompay & Tanja-Dijkstra, 2010). Hence, the use of customer-perceived value as moderator is suitable |
| Customer expectation (high vs. low) | Customer expectation is defined as beliefs or pre-trial beliefs about a product or service (Thompson & Suñol, 1995) | Since customer assessment of service guarantees and service recovery may depend on their expectation (Zeithaml et al., 1993), this study identified customer expectation as moderator on the relationship between the influence of service guarantees and complaint handling on CPSW. Hence, this argument is also in line with the CD logic of value co-creation |
| Customer personal moral philosophy (idealism vs. relativism) | The extent to which customers perceive the social and ethical responsibility either as accepted and desirable or rejected and avoidable (Forsyth, 1980) | Social psychological theory suggests that customer attitude toward healthcare services, customer satisfaction, and service interaction during the service delivery process can be affected or altered or moderated by socio-demographic factors (Tucker & Adams, 2001), culture and personal values (Ladhari et al., 2011), and customer religiosity (Hirschman, 1982). Consumer cultural theory (CCT) also suggests that the context of investigations varies by customers’ socio-cultural factors and tends to bring in salient values to research inquiry (Sobh & Perry, 2006). Hence, customer’s factors including customer personal moral philosophy should be considered when modeling customer satisfaction toward healthcare services, especially, when considering the influences of social and ethical responsibility, and supports for customer religious needs on CPSW. The similar arguments as explained in the case of customer personal moral philosophy provide theoretical rationales in detecting customer religiosity as a moderator between supports for religious needs and CPSW |
| Customer religiosity (high vs. low) | The degree to which a person adheres to specific religious values, beliefs, and practices. This definition is similar to the religiosity and religious commitment (Muhamad & Mizerski, 2010, p. 126) |