Customer Value Co-creation Intention, Practices, Co-destruction and Experience in Self Service Technologies
Journal of Scientific Research and Reports,
Page 12-26
DOI:
10.9734/jsrr/2021/v27i430375
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
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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Lin JSC, Hsieh PL. Assessing the Self-service Technology Encounters: Development and Validation of SSTQUAL Scale. Journal of Retailing. 2011; 87(2):194-206.
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Füller J, Mühlbacher H, Matzler K, Jawecki G. Consumer empowerment through internet-based co-creation. Journal of Management Information Systems. 2009; 26(3):71-102.
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Vargo SL, Lusch RF. Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science. 2016;44(1):5-23.
Hoyer WD, Chandy R, Dorotic M, Krafft M, Singh SS. Consumer Cocreation in New Product Development. Journal of Service Research. 2010;13(3):283-296.
Knote R, Janson A, Söllner M, Leimeister JM. Value co-creation in smart services: a functional affordances perspective on smart personal assistants. Journal of the Association for Information Systems. 2021;22(2):5.
Payne A, Storbacka K, Frow P, Knox S. Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research. 2009;62(3):379-389.
Grönroos C, Ravald A. Service as business logic: Implications for value creation and marketing. Journal of Service Management. 2011;22(1):5-22.
Gebauer H, Johnson M, Enquist B. Value co‐creation as a determinant of success in public transport services. Managing Service Quality: An International Journal. 2010;20(6):511-530.
Ind N, Coates N. The meanings of co‐creation. European Business Review. 2013;25(1):86-95.
Sawhney M, Verona G, Prandelli E. Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing. 2005;19(4):4-17.
Cova B, Paranque B. Value creation versus destruction: The relationship between consumers, marketers and financiers. Journal of Brand Management. 2012;20(2):147-158.
Gambetti RC, Graffigna G. Value co-creation between the 'inside' and the 'outside' of a company: Insights from a brand community failure. Marketing Theory. 2014;15(2):155-178.
Dahan E, Hauser JR. The virtual customer. Journal of Product Innovation Management. 2002; 19(5):332-353.
Payne EHM, Peltier J, Barger VA. Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms. Journal of Research in Interactive Marketing; 2021.
Etgar M. A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science. 2008;36(1):97-108.
Michel S, Brown SW, Gallan AS. Service-Logic Innovations: How to Innovate Customers, Not Products. California Management Review. 2008;50(3):49-65.
McColl-Kennedy JR, Vargo SL, Dagger TS, Sweeney JC, Kasteren YV. Health Care Customer Value Cocreation Practice Styles. Journal of Service Research. 2012;15(4):370-389.
Yi Y, Gong T. Customer value co-creation behavior: Scale development and validation. Journal of Business Research. 2013;66(9):1279-1284.
Neghina C, Caniels MCJ, Bloemer JMM, Van Birgelen MJH. Value cocreation in service interactions: Dimensions and antecedents. Marketing Theory. 2015;15(2):221-242.
Tommasetti A, Troisi O, Vesci M. Customer value co-creation: a conceptual measurement model in a Service Dominant Logic perspective, in Naples Forum on Service, Naples; 2015.
Randall WS, Gravier MJ, Prybutok VR. Connection, trust, and commitment: dimensions of co-creation? Journal of Strategic Marketing. 2011;19(1):3-24.
Fan A, LR Wu, Mattila AS. Does anthropomorphism influence customers' switching intentions in the self-service technology failure context? Journal of Services Marketing. 2016;30(7):713-723.
Heidenreich S, Wittkowski K, Handrich M, Falk T. The dark side of customer co-creation: exploring the consequences of failed co-created services. Journal of the Academy of Marketing Science. 2015;43(3):279-296.
Haas A, Snehota I, Corsaro D. Creating value in business relationships: The role of sales. Industrial Marketing Management. 2012;41(1):94-105.
Hsu PF, Nguyen TK, Huang JY. Value co-creation and co-destruction in self-service technology: A customer’s perspective. Electronic Commerce Research and Applications. 2021; 46:101029.
Snellman K, Vihtkari T. Customer complaining behaviour in technology‐based service encounters. International Journal of Service Industry Management. 2003;14(2):217-231.
Zhang T, Lu C, Torres E, Chen PJ. Engaging customers in value co-creation or co-destruction online. Journal of Services Marketing; 2018.
Kristensson P, Matthing J, Johansson N. Key strategies for the successful involvement of customers in the co‐creation of new technology‐based services. International Journal of Service Industry Management. 2008;19(4):474-491.
Echeverri P, Skalen P. Co-creation and co-destruction: A practice-theory based study of interactive value formation. Marketing Theory. 2011;11(3):351-373.
Camilleri J, Neuhofer B. Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management. 2017;29(9):2322-2340.
Hanks L, Line ND, Mattila AS. The Impact of Self-Service Technology and the Presence of Others on Cause-Related Marketing Programs in Restaurants. Journal of Hospitality Marketing & Management. 2016;25(5):547-562.
Holloway BB, Beatty SE. Service Failure in Online Retailing. Journal of Service Research. 2003;6(1):92-105.
Selnes F, Hansen H. The Potential Hazard of Self-Service in Developing Customer Loyalty. Journal of Service Research. 2001;4(2):79-90.
Fernandez-Sabiote E, Roman S. The multichannel customer's service experience: building satisfaction and trust. Service Business. 2016;10(2):423-445.
Bendapudi, N. and R.P. Leone, Psychological Implications of Customer Participation in Co-Production. Journal of Marketing, 2003. 67(1): p. 14-28.
Harris K, Lois AM, Kenneth LB. Online service failure, consumer attributions and expectations. Journal of Services Marketing. 2006;20(7):453-458.
Vargo SL, Lusch RF. Why “service”? Journal of the Academy of Marketing Science. 2008;36(1): 25-38.
Gummerus J. Value creation processes and value outcomes in marketing theory. Marketing Theory. 2013;13(1):19-46.
Berry LL, Seiders K, Grewal D. Understanding Service Convenience. Journal of Marketing, 2002;66(3):1-17.
Oswald AM, Ram K, Michael B. Lasting customer loyalty: a total customer experience approachnull. Journal of Consumer Marketing. 2006;23(7):397-405.
Lemon KN, Verhoef PC. Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing. 2016;80(6):69-96.
Dennis C, Bourlakis M, Alamanos E, Papagiannidis S, Brakus JJ. Value Co-Creation Through Multiple Shopping Channels: The Interconnections with Social Exclusion and Well-Being. International Journal of Electronic Commerce. 2017;21(4):517-547.
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