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Customer Value Co-creation Intention, Practices, Co-destruction and Experience in Self Service Technologies

  • Badra Sandamali Galdolage

Journal of Scientific Research and Reports, Page 12-26
DOI: 10.9734/jsrr/2021/v27i430375
Published: 29 May 2021

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Abstract


Many service encounters are moving from traditional physical interfaces to technologically incorporated self-service options. However, it is surprising that very limited extant literature is devoted to understanding the movement towards self-service technologies. Therefore, this study aims at understanding customer value co-creation intention, practices including both the value co-creation and co-destruction and their co-creation experiences in self-service technology context. Based on the positivistic approach, a quantitative study carried out distributing self-administered questionnaires to 600 individuals chosen based on a non-probabilistic convenience sampling method. Study found that customer value co-creation intention has significant positive effects on customer value co-creation practices and significant negative effects on customer value co-destruction in SSTs. Value co-creation practices show a strong positive effect on customer functional experiences and ‘positive emotional experiences’ while having a negative effect on ‘negative emotional experiences. In contrast, co-destruction shows inverse relationships. This study assists practitioners to understand why customers collaborate with SSTs, what they do in co-creating value and how this links with their experience. Service providers can use this understanding to facilitate customer co-creation by securing positive customer experiences and achieving competitive advantage by designing and delivering value enhancing self-service technological interfaces from both strategic and operational perspectives.


Keywords:
  • Value
  • value- creation
  • self-service technologies
  • customer experience
  • practice theory
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  • Review History

How to Cite

Galdolage, B. S. (2021). Customer Value Co-creation Intention, Practices, Co-destruction and Experience in Self Service Technologies. Journal of Scientific Research and Reports, 27(4), 12-26. https://doi.org/10.9734/jsrr/2021/v27i430375
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