MORITO CHIHIRO
Organization
School of Human Welfare Studies Professor
Laboratory Address
1-155 Uegahara Ichiban-cho, Nishinomiya, Hyogo 662-8501, Japan
Research Fields, Keywords
service ecosystem, collective well-being, self-efficacy, collective efficacy, customer experience, customer satisfaction, health behavior, family decision making, transformative service research
Teaching and Research Fields
While healthcare services serve as the primary context of my research, my interests extend to broader aspects of well-being, including meaning in life and human flourishing. From the perspectives of marketing and consumer behavior, I conduct empirical research using both qualitative and quantitative approaches. In particular, my work examines value co-creation processes, including customer satisfaction and customer participation, as well as motivations underlying behavioral change, and how collective well-being emerges within families and communities, whether based on locality or shared interests. I am also interested in organizational and managerial approaches that enhance community well-being, while ultimately seeking to understand how people achieve better lives through their behaviors and relationships.
Syllabus information URL
SDGs Related Goals
External link
Graduate School 【 display / non-display 】
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Graduate school:Kwansei Gakuin University
Department:Institute of Business and Accounting
Course:Graduate Department of Advanced Management,
Course completed:Doctor's Course
Date of completion:2011.09
Completion status:Completed
Country:Japan -
Graduate school:Kwansei Gakuin University
Department: Institute of Business and Accounting
Course completed:Master's Course
Date of completion:2007.03
Completion status:Completed
Country:Japan
Degree 【 display / non-display 】
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Degree name:Ph.D.(Management)
Classified degree field:Humanities & Social Sciences / Business administration
Conferring institution:Kwansei Gakuin University
Acquisition way:Coursework
Date of acquisition:2011.09 -
Degree name:Master of Business Administration
Classified degree field:Humanities & Social Sciences / Business administration
Conferring institution:Kwansei Gakuin University
Acquisition way:Coursework
Date of acquisition:2007.03 -
Degree name:Pharmacy
Classified degree field:Life Science / Clinical pharmacy
Conferring institution:Kobe Pharmaceutical University
Acquisition way:Coursework
Date of acquisition:1994.03
Career 【 display / non-display 】
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Affiliation:Kwansei Gakuin University
Department:Department of Social Organization Development, School of Human Welfare Studies
Title:Professor
Date:2022.04 - -
Affiliation:University of Marketing and Distribution Sciences
Department:Faculty of Human and Social Sciences
Title:Professor
Date:2019.04 - 2022.03
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Affiliation:University of Marketing and Distribution Sciences
Department:Faculty of Human and Social Sciences
Title:Associate Professor
Date:2015.04 - 2019.03 -
Affiliation:Kyoto Sangyo University
Department:Department of Social Management, Faculty of Business Administration
Title:Lecturer (Specially Appointed)
Date:2013.04 - 2015.03
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Affiliation:Osaka University
Department:Hospital
Title:Assistant Professor (Specially Appointed)
Date:2012.06 - 2013.03
Association Memberships 【 display / non-display 】
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Academic society name:Japan Society of Marketing and Distribution
Academic country located:Japan -
Academic society name:Japan Association for Consumer Studies
Academic country located:Japan -
Academic society name:Japan Marketing Academy
Academic country located:Japan -
Academic society name:Society for Serviceology
Academic country located:Japan -
Academic society name:Japanese Society of Anti-Aging Medicine
Academic country located:Japan
Research Areas 【 display / non-display 】
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Research field:Humanities & Social Sciences / Commerce
Research keywords：Service Marketing
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Research field:Humanities & Social Sciences / Commerce
Research keywords：Consumer Behavior
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Research field:Humanities & Social Sciences / Business administration
Research keywords：Social Management
Qualification acquired 【 display / non-display 】
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Qualification title:Pharmacist
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Qualification title:Certified Social Worker
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Qualification title:Care Manager
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Qualification title:Certified Specialist, Japanese Society of Anti-Aging Medicine (Japan)
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Qualification title:Certified Professional Social Researcher (Japan)
Papers 【 display / non-display 】
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Language: Japanese
Title: Examining the Influence Structure of Self-Efficacy and Health Literacy on Medication Adherence
Journal name: Journal of Pharmaceutical Communication vol.22 (2) (p.18 - 30)
Date of publication: 2024
Author(s): Hidehiko Sakurai, Kazuma Goda, Toshinari Mitsuoka, Chihiro Morito, Keiko KishimotoDOI: 10.60408/pco.22.2_18
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Language: Japanese
Title: Empirical Study on the Influence of Health Literacy and Health Belief Model Concepts on Continuous Consumption Behavior
Journal name: Journal of Household Economics vol.58 (0) (p.1 - 18)
Date of publication: 2023.09
Author(s): Hidehiko Sakurai, Chihiro Morito, Keiko KisihimotoDOI: 10.18961/seikatsukeizaigaku.58.0_1
Type of publication: Research paper (scientific journal)
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Language: Japanese
Title: Empirical Study on the Impact of Health Literacy on Continuous Medication Taking Behavior
Journal name: Journal of Household Economics vol.55 (p.1 - 14)
Date of publication: 2022.03
Author(s): Hidehiko Sakurai, Chihiro Morito, Keiko KishimotoDOI: 10.18961/seikatsukeizaigaku.55.0_1
Type of publication: Research paper (scientific journal)
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Language: Japanese
Title: Empirical Study of the Effects of Attitudes Toward Medications and Health Literacy on Non-adherence
Journal name: Journal of Pharmaceutical Communication vol.19 (2) (p.18 - 30)
Date of publication: 2021.10
Author(s): Hidehiko Sakurai, Yui Takei, Sotaro Yamazaki, Chihiro Morito, Keiko KishimotoType of publication: Research paper (scientific journal)
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Language: Japanese
Title: Motives for Travel in Domestic Medical Tourism
Journal name: Japan Marketing Journal vol.39 (4) (p.42 - 52)
Date of publication: 2020.03
Author(s): Chihiro MoritoDOI: 10.7222/marketing.2020.020
Type of publication: Research paper (scientific journal)
Books 【 display / non-display 】
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Language: Japanese
Title: Introduction to Consumer Behavior: Studying through Cases
Publisher: Yuhikaku Publishing
Date of publication: 2026.03
Author(s): Chihiro Morito
Area of responsibility: Chapter 9:Service Marketing: A Well-Being Strategy at Vories Memorial Hospital
Authorship：Contributor
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Language: Japanese
Title: The Complete Life Guide for Young Adults
Publisher: SANSHUSHA
Date of publication: 2025.01
Author(s): Chihiro Morito
Type of books: Textbook, survey, introduction
Area of responsibility: Chapter 13: Becoming a Smart Consumer
Authorship：Sole author
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Language: Japanese
Title: Marketing of Healthcare Services: Theory and Practice for Consumer Self-Efficacy Management
Publisher: Chikura Shobo
Date of publication: 2021.03
Author(s): Chihiro Morito
Authorship：Sole author
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Language: Japanese
Title: Service and Consumer Behavior
Publisher: Chikura Shobo
Date of publication: 2020.02
Author(s): Syoji Yamamoto, Yoshimi Kunieda, Chihiro Morito
Authorship：Joint editor
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Language: Japanese
Title: Invitation to Serviceology: Service Innovation through Value Co-creation
Publisher: The University of Tokyo Press
Date of publication: 2017.06
Author(s): Teruyasu Murakami, Tamio Arai, Research Institute of Science and Technology for Society(eds.)
Area of responsibility: Chapter 4: Service Benefits and Customer Satisfaction: Healthcare Services
Authorship：Joint author
MISC 【 display / non-display 】
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Language：Japanese
Title:Social Marketing in Healthcare
Publisher:東京 : 生命科学振興会「医と食」編集部
Journal name:Clinical and Functional Nutriology vol.15 (2) (p.119 - 126)
Date of publication:2023.04
Author(s):Chihiro MoritoType of publication：Article, review, commentary, editorial, etc. (scientific journal)
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Language：Japanese
Title:Empirical Study on the Impact of Health Literacy on Continuous Medication Taking Behavior
Journal name:Journal of household economics vol.55
Date of publication:2022
Author(s):Hidehiko Sakurai, Chihiro Morito, Keiko Kishimoto
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Language：Japanese
Title:Summary of Special Issue "Tourism and Community Resources"
Publisher:Society for Serviceology
Journal name:Serviceology vol.7 (2) (p.74 - 76)
Date of publication:2021.03
Author(s):Tanno Shintaro, Morito Chihiro, Shibuta Kazuo, Tanaka ShojiDOI:10.24464/serviceology.7.2_74
Type of publication：Article, review, commentary, editorial, etc. (other)
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Title:Empirical Study of the Effects of Attitudes Toward Medications and Health Literacy on Non-adherence
Journal name:日本ファーマシューティカルコミュニケーション学会会誌 vol.19 (2)
Date of publication:2021
Author(s):Hidehiko Sakurai, Yui Takei, Sotaro Yamazaki, Chihiro Morito, Keiko Kishimoto
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Language：English
Title:The Preface of the Special Issue "Tourism and Community Resources"
Publisher:Society for Serviceology
Journal name:Serviceology vol.7 (2) (p.39 - 40)
Date of publication:2021
Author(s):Chihiro MoritoDOI:10.24464/serviceology.7.2_39
Awards 【 display / non-display 】
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Prize: Outstanding Presentation Award
Date awarded:2025.06
Awarding organization：25th Annual Meeting of the Japanese Society of Anti-Aging Medicine
Award-winner (group):Chihiro Morito, Maiko Sakai, Hikaru Onishi
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Prize: Best Presentation Award (Medical Division)
Date awarded:2022.09
Awarding organization：16th Annual Conference of the Japan Society for Pharmaceutical Communication
Award-winner (group):Hidehiko Sakurai, Chihiro Morito, Keiko Kishimoto
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Prize: Contribution to Academic Society Activities Award
Date awarded:2022.06
Awarding organization：Society for Serviceology
Award-winner (group):Chihiro Morito
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Prize: Outstanding Oral Presentation Award
Date awarded:2019.09
Awarding organization：13th Annual Conference of Pharmaceutical Communication Society of Japan
Award-winner (group):Hidehiko Sakurai, Keiko Kishimoto, Chihiro Morito
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Prize: Social Pharmacy Award
Date awarded:2018.10
Awarding organization：The 37th Annual Meeting of the Japanese Society of Social Pharmacy
Award-winner (group):Hidehiko Sakurai, Chihiro Morito, Keiko Kishimoto
Research Projects 【 display / non-display 】
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Research category:基盤研究(C)
Project year：2025.04 - 2029.03
Title:ヘルスケアサービスにおける高齢者のウェルビーイング形成モデルの構築
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Research category:Grant-in-Aid for Scientific Research(C)
Project year：2021.04 - 2024.03
Title:オンラインヘルスケアサービスの品質評価尺度の開発と消費者の満足モデルの構築
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Research category:Grant-in-Aid for Scientific Research(C)
Project year：2017.04 - 2021.03
Title:ICTの発展と家族形態・価値観の多様化を考慮した家族の意思決定プロセスの解明
Project summary:本研究では、同居・別居を問わず日常的に繋がりを持つ家族が共同で行う購買意思決定プロセスを明らかにすることを目的としている。本年度は、定性調査と定量調査の分析を行った。分析結果から以下のことが考察された。
モノとサービスの家族の意思決定の比較では、情報探索者は実子もしくは娘の夫・息子の妻であることが多いが、意思決定の影響者については違いが見られた。日常生活を支えるモノの購買に関しては意思決定の影響者は実子であり孫の影響は少ないが、思い出や共通の体験が重要であるサービスでは、意思決定の影響者は実子であるものの、孫の存在も意思決定に影響を与えている要因となっていると考えられる。家族の意思決定の構造を考える際、情報探索者と情報伝達者に注目することが有効であると考えられる。また、家族の意思決定を分析する際には、購買商品毎に、その購買・消費行動の鍵となる世代が存在することが示唆された。
IT普及社会の家族の意思決定は、親世帯が求める情報探索を子世代が担い、情報共有することによって、インターネット情報は世代間・世帯間の隔たりを越えて利用されていた。そのため、情報リテラシーが高く検索能力に長けた家族構成員が情報収集を行い、家族の意思決定に対する影響力を高め、功利主義的傾向を強めていると考えられる。
現代では、インターネットは消費者の情報収集媒体としてだけでなく、例えばSNSによる家族内の情報共有や家族外への家族イベントの報告など、家族の紐帯の強化や家族情報の発信にも使用されている。日常的に交流のある現代の親世帯子世帯の家族の意思決定において、実子を核とした構造化が確認され、インターネットを活用した家族の紐帯形成と情報共有が読み取れた。インターネットは、家族の意思決定に影響を及ぼす家族の役割構造や家族価値観の形成にも深く関わっていると考えられる。
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Research category:Grant-in-Aid for Scientific Research(C)
Project year：2014.04 - 2017.03
Title:The Relationship Between Consumer Motivation and Self-efficacy
Project summary:The study aimed to develop consumer education system which promote their good health with information and communication technology (ICT). We clarified patients in terms of involvement, knowledge and self-efficacy. We identified the characteristics of the groups of patients. As a result, we found that there were some differences among the groups in the way of information seeking, evaluation of information, planning, reflection and support for others.
It was important for the patients with low self-efficacy that they felt fun from health action and communicated with service providers and other patients. ICT is one of the essential communication tools in patient education. It is effective that the patients enjoy health management to motivate the patients with low self-efficacy.
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Research category:Grant-in-Aid for challenging Exploratory Research
Project year：2012.04 - 2014.03
Title:Development of a self-learning system to support a communications training program
Project summary:The purposes of this study were to establish a communications training program for medical professionals and to develop a self-learning system to support this training using coaching principle. We created the support system and communications content between a physician and a patient.
The system consists of two phases, assessment of learners' values and establishment of a communications training program. The training program comprises lectures on both general and specific topics, skill training involving role playing a scene, and instruction in conversation flow according to scenarios based on patient interviews. Evaluation and feedback are presented as text and cobweb charts.
Presentations 【 display / non-display 】
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Language:English
Conference name:International Conference of Serviceology 2025
Holding date：2025.12
Presentation date：2025.12.02
Title:Consumer Attitudes Toward the Servitization of Publications: The Relationship Between Smartphone Usage and Satisfaction with Publications
Presentation type:Oral presentation (general)
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Language:English
Conference name:International Conference of Serviceology 2025
Holding date：2025.12
Presentation date：2025.12.01
Title:The Relationship Between Family Influence on Health Behavior and Well-Being: A Perspective on Intergenerational Differences
Presentation type:Oral presentation (general)
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Language:Japanese
Conference name:The 25th Annual Meeting of the Japanese Society of Anti-Aging Medicine
Holding date：2025.06
Presentation date：2025.06.14
Title:The Influence of Parent–Child Relationships on Health Behaviors among Generation Z
Presentation type:Oral presentation (general)
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Language:Japanese
Conference name: Industry–Academia Collaborative Research Project Lecture
Holding date：2025.01
Presentation date：2025.01.09
Title:Healthcare and Community Well-Being: Connecting Health and Happiness
Presentation type:Public lecture, seminar, tutorial, course, or other speech
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Language:Japanese
Conference name:Advanced and Practical Training Session
International/Domestic presentation:Domestic presentation
Holding date：2024.11
Presentation date：2024.11.10
Title:Co-Creation of Satisfaction and Well-Being in Healthcare Services (Advanced)
Presentation type:Public lecture, seminar, tutorial, course, or other speech
Teaching Experience (Off-campus) 【 display / non-display 】
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Subject：Consumer Behavior
Institution name：Kwansei Gakuin University -
Subject：ソーシャル・マーケティング
Institution name：Kwansei Gakuin University -
Subject：Business Planning
Institution name：Kwansei Gakuin University -
Subject：Marketing Research
Institution name：Wakayama University -
Subject：Consumer Psychology
Institution name：Wakayama University
Committee Memberships 【 display / non-display 】
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Organization name:Japan Association for Consumer Studies
Committee name:Editorial Office Staff
Date：2020.04 - 2025.05
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Organization name:日本抗加齢医学会
Committee name:評議員
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Organization name:Japanese Society of Anti-Aging Medicine
Committee name:Councilor
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Organization name:Society for Serviceology
Committee name:Delegate
Date：2018.06 - 2022.06
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Organization name:日本消費者行動研究学会
Committee name:幹事