A1 Journal article (refereed)
Enabling transformative value creation through online weight loss services (2020)

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

JYU authors or editors

Publication details

All authors or editors: Taiminen, Heini; Taiminen, Kimmo; Munnukka, Juha

Journal or series: Journal of Services Marketing

ISSN: 2054-1651

eISSN: 0887-6045

Publication year: 2020

Volume: 34

Issue number: 6

Pages range: 797-808

Publisher: Emerald

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1108/JSM-05-2019-0191

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/72525


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.

Keywords: online services; health services; value creation; well-being; weight loss; social support; peer groups

Free keywords: well-being; co-creation; health services; self-service technology; peer-to-peer; transformative service; transformative value; weight loss; behaviour maintenance; social support

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 1

Last updated on 2022-20-09 at 14:34