The impact of occupational stereotypes in human-centered service systems

authored by: Antje Sarah Julia Huetten, David Antons, Christoph F. Breidbach, Erk P. Piening, Torsten Oliver Salge
Abstract: Purpose: The purpose of this paper is to explore the impact that occupational stereotypes held by customers have on value co-creation processes in human-centered service systems (HCSSs) like hospitals. Specifically, by exploring if and how customers’ (i.e. patients’) stereotypes toward frontline employees (e.g. nurses) affect their satisfaction as co-creators of value, this study responds to current service research priorities attempting to understand value co-creation in collaborative contexts like healthcare, and addresses calls to investigate the changing role of health care customers therein. Design/methodology/approach: A field study was conducted in the context of German hospitals, which provides unique empirical evidence into the relationship between patients’ stereotypes toward healthcare professionals and their satisfaction with health services as well as the mediating mechanisms through which such stereotypes affect patient satisfaction. Findings: Negative (positive) stereotypes patients hold toward healthcare occupations decrease (increase) their satisfaction and are associated with perceptions of reduced (improved) patient orientation and patient participation in co-creation. However, only perceived patient orientation partially mediates the link between occupational stereotypes and patient satisfaction. Originality/value: This study develops and tests new hypotheses related to occupational stereotyping in complex HCSSs, and extends previous research on stereotypes in service by exploring the previously unknown mediating mechanisms through which these impact value co-creation processes overall. It furthermore provides important guidance for future research about stereotyping in general, and its impact on value co-creation and HCSS, in particular.
External Organisation(s): RWTH Aachen University
University of Melbourne
Johannes Gutenberg University Mainz
Type: Article
Journal: Journal of service management
Volume: 30
Pages: 132-155
No. of pages: 24
ISSN: 1757-5818
Publication date: 14.02.2019
Publication status: Published
Peer reviewed: Yes
ASJC Scopus subject areas: Business, Management and Accounting (miscellaneous), Tourism, Leisure and Hospitality Management, Strategy and Management
Sustainable Development Goals: SDG 3 - Good Health and Well-being
Electronic version(s): https://doi.org/10.1108/JOSM-12-2016-0324 (Access: Closed)