Towards a process view of adherence

摘要: Through a review of adherence literature and thirty qualitative interviews, theoretical view the process has been created which enables an understanding from initial awareness need through to post-consumption assessment. This is proposed answer research question, what perspective? It builds on Service-Dominant Logic theorise act for first time. In this it views as complex relationship interacting service (eco)systems. takes beyond existing theories models into consumption itself, thus providing visibility end-to-end adherence. The identified six factors three rules governing process. Perhaps surprisingly, interviews found little difference in causes non-adherence between developed developing worlds. A quantitative survey operationalised these development derived However, due limitations provided no additional insights. A new viewpoint advanced. considers single therefore individual opportunity be adherent. permits greater focus enablers inhibitors at point time rather than being averaged over many acts different situations. also includes discussion managerial implications, proposals future research, thoughts limitations.