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Sarah Dodds

Doctor of Philosophy, (Marketing)
Study Completed: 2016
Massey Business School


Thesis Title
Consumer Value and Value Co-creation in Complementary and Alternative Medicine (CAM) Health Services

Read article at Massey Research Online: MRO icon

Complementary and Alternative Medicine (CAM) services are growing strongly as consumers seek greater value, choice and control in managing their own health outside the publicly funded healthy system.  Consumer experiences of CAM services were explored using in-depth interviews and visual elicitation techniques to identify components of value and processes of value co-creation.  Ms Dodds found that CAM consumer value components include quality of care, treatment efficiency, the physical environment, social value, esteem value, spiritual value, ethics and play.  Significantly, she identified that CAM consumers engage in co-creating value according to their personal approach to health care, their preferred relationship style and level of participation in activities within and outside clinics.  A consumer value model for CAM health services was proposed and a consumer value co-creation framework developed.  Ms Dodds'' findings have managerial implications for CAM and mainstream health services regarding better service delivery and improved health outcomes for consumers.

Dr Sandy Bulmer
Dr Andrew Murphy

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