Article published in the Journal of Interactive Marketing
In the current issue of the Journal of Interactive Marketing (VHB-JOURQUAL: B), Sören Köcher, together with Genevieve E O'Connor, Susan Myrden, Linda Alkire, Kyungwon Lee, Jay Kandampully, and Jerome D. Williams, published the article “Digital Health Experience: A Regulatory Focus Perspective.”
In this research, the authors investigate how consumers' role clarity, perceived usefulness, ease of use (i.e., promotion orientation), security, and trust (i.e., prevention orientation) when using digital health technology affect their experience and, by extension, their attitudes toward using digital technology. A nationwide study shows that customer experience is driven by promotion- and prevention-related variables concurrently offering valuable insights for marketers, technology developers, and healthcare managers interested in understanding and improving healthcare customer experience.
You can access the article here: https://www.sciencedirect.com/science/article/abs/pii/S1094996821000499