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Value co-creation in the animal healthcare sector

Pyatt, A.Z., Wright, G., Walley, K. and Bleach, E.C.L. (2016) Value co-creation in the animal healthcare sector. In: 4 th International Conference on Contemporary Marketing Issues, 22 - 24 June 2016, Heraklion. (Unpublished)

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Abstract

Domesticated animals form an important part of modern life, fulfilling roles as household companions, working animals or food producing livestock. Regardless of the position they realise within contemporary society,their day to day care is now complex and involves a range of animal healthcare practitioners in addition to the veterinary professional, termed paraprofessionals. The discerning nature of the modern client in combination with the developing roles of professionals within the sector has transformed market dynamics and highlighted the need for reflection on measures of service quality and its provision. This paper presents a conceptualisation of value co- creation within animal healthcare based on an analysis of sector stakeholders’ service experiences. Interviews with service providers and clients provide data for content analysis and highlight the dimensions of communication and integrated care as important components of service provision. Exploratory factor analysis of questionnaire data (n=271) following surveying of veterinarians and paraprofessionals,loaded onto seven latent factors, with strong dimensions of trust and communication identified. Disparity between veterinarian and client opinion was of interest and is worthy of further investigation,but results obtained support the application of value co-creation models to develop service quality within the UK animal healthcare sector.

Item Type: Conference or Workshop Item (Paper)
Keywords: service delivery, co-creation, value, animal health sector
Divisions: Food Science and Agri-food Supply Chain Management
Depositing User: Ms Kath Osborn
Date Deposited: 22 Dec 2016 09:31
Last Modified: 15 Jan 2018 15:23
URI: http://hau.collections.crest.ac.uk/id/eprint/14624

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