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.