Sharma, Shikha; Conduit, Jodie; Rao Hill, Sally - In: Journal of Services Marketing 31 (2017) 4/5, pp. 397-411
Purpose This study aims to provide an understanding of how the participation of vulnerable customers in the co-creation of health-care provision influences their individual well-being outcomes. Using self-determination theory, it demonstrates that co-creation at the point of care and at an...