Enabling transformative value creation through online weight loss services
Taiminen, H., Taiminen, K., & Munnukka, J. (2020). Enabling transformative value creation through online weight loss services. Journal of Services Marketing, 34(6), 797-808. https://doi.org/10.1108/JSM-05-2019-0191
Published inJournal of Services Marketing
DisciplineViestinnän johtaminenDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiDigital marketing and CommunicationBasic or discovery scholarshipCorporate CommunicationDigital Business and Economy (focus area)MarketingDigital marketing and CommunicationBasic or discovery scholarship
© Heini Taiminen, Kimmo Taiminen and Juha Munnukka. Published by Emerald Publishing Limited
Purpose – This study aims to understand how online weight loss services could help customers achieve a durable change. The particular focus is on exploring the roles of value co-creation and well-being outcomes in reinforcing the transformative value potential, which is argued to be realized as customers’ intentions to continue a healthier lifestyle after the service period has ended. Design/methodology/approach – Data was collected from the participants of an online weight loss service (n = 498), and a conceptual research model was tested using structural equation modelling. Findings – The results imply that compliance with the guidelines and social support are two value co-creation activities that can influence the wellbeing outcomes of transformative services (i.e. perceived behavioral control and satisfaction with one’s achievements). These well-being outcomes help attain the transformative value potential of online weight loss services. However, the actual weight loss affected the transformative value potential only through customers’ satisfaction with their achievements as a subjective well-being outcome. Originality/value – This study provides insight into the transformative value potential of services in the weight loss context. This study contributes to the transformative service research by focusing on the role of online services in reinforcing a durable change through the co-creation of value and improvements in customers’ well-being. ...
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- Kauppakorkeakoulu 
Additional information about fundingThis work was supported by Emil Aaltonen Foundation.
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