Purpose Sexuality-related challenges represent one of the most persistent yet insufficiently addressed dimensions of patient well-being in cancer care services. Despite their significant impact on quality of life, sexual concerns are often marginalized within oncology service delivery. Anchored in Transformative Service Research, this study examines how body image shapes oncology patients’ coping responses to sexual dysfunction and, in turn, influences sexual life satisfaction. This study aims to inform the design of health-care support services that more effectively address sexual well-being and strengthen patient-centered cancer care. Design/methodology/approach A mixed-methods research design was used. Study 1 involved semi-structured interviews with cancer patients (n = 16) to explore their experiences of sexuality-related challenges during treatment and the coping strategies they adopted. Building on these qualitative insights, Study 2 used a quantitative survey (n = 204) to test the proposed conceptual model, examining the relationships between body image, coping strategies and sexual life satisfaction, as well as the mediating role of partner relationship quality. Findings The findings show that sexual dysfunction in the context of cancer care is closely intertwined with body-related concerns and identity threat. Patients rely on two main coping strategies – engagement and disengagement – which mediate the relationship between body image and sexual life satisfaction. Moreover, partner relationship quality plays a mediating role in the link between coping strategies and sexual life satisfaction. These results underline the importance of targeted service interventions that address body image concerns and incorporate couple-based support within oncology care. Originality/value This study extends existing research on sexual dysfunction in chronic illness by shifting the focus from symptoms to patients’ lived experiences and coping processes within health-care services. By elucidating how body image and coping interact to shape sexual well-being, the research offers actionable insights for the design of supportive oncology services. More broadly, it highlights the role of service marketing in fostering more intimate, holistic and transformative care for vulnerable patient populations.
Partouche‐Sebban et al. (Wed,) studied this question.