A socio-cognitive approach to customer adherence in health care

Article


Snell, Lan, White, Lesley and Dagger, Tracey. 2014. "A socio-cognitive approach to customer adherence in health care." European Journal of Marketing. 48 (3-4), pp. 496-521. https://doi.org/10.1108/EJM-05-2012-0290
Article Title

A socio-cognitive approach to customer adherence in health
care

ERA Journal ID19792
Article CategoryArticle
AuthorsSnell, Lan (Author), White, Lesley (Author) and Dagger, Tracey (Author)
Journal TitleEuropean Journal of Marketing
Journal Citation48 (3-4), pp. 496-521
Number of Pages26
Year2014
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN0309-0566
1758-7123
Digital Object Identifier (DOI)https://doi.org/10.1108/EJM-05-2012-0290
Web Address (URL)https://www.emerald.com/insight/content/doi/10.1108/EJM-05-2012-0290/full/html
Abstract

Purpose – Adherence is a critical factor for success, for both the health of the customer and the financial outcomes of the firm. Central to the success of adherence behavior is the co-productive role of the customer which is determined by service perceptions as well as individual attributes. Based on social cognition theory, the aim of this paper is to examine the factors that influence past adherence behavior, and whether past adherence behavior predicts future intentions. Design/methodology/approach – The model was tested using structured equation modeling on a sample of 771 weight-loss customers. Findings – The authors show how service quality influences role clarity, which leads to increases in self-efficacy. The study also demonstrates the role of emotional intelligence (EI) in increasing efficacious beliefs. Past adherence behavior was found to predict future intentions. Research limitations/implications – This study was undertaken with a single service industry, and based on data which was collected at a single point in time. Limitations associated with common method bias inherent in cross-sectional designs, as well as limitations related to the use of self-report measures are acknowledged. Practical implications – The findings suggest that interventions to promote health outcomes should target customer skills in service consumption. By providing quality interactions, providers can increase customer role clarity which produces efficacious beliefs. Interventions should also address EI training in customers given its role in influencing self-efficacy. Originality/value – The simultaneous examination of traditional service factors and socio-cognitive factors contributes to theory by considering the individual health and organizational outcomes of these factors. The finding of a direct path between past adherence behavior and future intentions provides a unique insight into the prediction and control of behavior in a number of domains.

KeywordsSelf-efficacy, Emotional intelligence, Health care, Service quality, Intentions, Adherence, Socio-cognition
ANZSRC Field of Research 2020350611. Service marketing
Byline AffiliationsCharles Sturt University
Monash University
Institution of OriginUniversity of Southern Queensland
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