Building narratives of effectiveness and customer orientation at the interface of different actors in the lifestyle guidance service process

Co-production is expected to lead to more efficient and effective services. In response, this study aims to describe and understand the construction of effectiveness and the manifestation of customer orientation among the actors involved in the service process of lifestyle guidance. A qualitative narrative study was designed, and data were collected through the thematic interviews (n=9) with the management, employees and customers of a Finnish public healthcare and social welfare organisation. The main narratives were as follows: (1) Shared value creation narrative, (2) Organisational strategy and customer meeting narrative, (3) Service co-production narrative and (4) Effective service process narrative. Based on the context, input, process and product (CIPP) model, they construct a plot narrative about the customer's need for individual guidance and the goal of transferring responsibility to the organisation. They create cross-pressure on the service process of lifestyle guidance. Achieving the effectiveness of lifestyle guidance requires the service provider to ensure the service is implemented more flexibly between general, self-directed and individually supportive guidance.