Purpose: Despite the availability and accessibility of standardized screening services, such as preventative health services, many individuals avoid participation. The extant health literature has indicated that health locus of control (HLOC) influences engagement and uptake of health services....

Purpose This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB)...

Purpose – The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key service outcomes of satisfaction and customer behaviour intentions to use a preventative health service...

Purpose: This paper aims to explain the development of the dialogical conference, develop a framework for understanding the social construction of the dialogical conference and provide research priorities for further developing the practice in the services marketing discipline....

Purpose: This paper aims to enhance the current understanding of digital self-services (computerized cognitive behavioral therapy [cCBT]) and how they could be better incorporated into integrated mental health care from the physician’s perspective. Service marketing and information systems...