Consumer Value Co-creation in a Hybrid Commerce Service-Delivery System

Abstract

retailing firms operating in a hypercompetitive environment are increasingly leveraging a hybrid commerce strategy to reach their customers through both physical and virtual channels. this study seeks to better understand the aspects of physical and virtual retail channels that can be integrated to create value for consumers. the role of consumers in co-creating value is examined in a hybrid commerce service-delivery system. the study draws on the theoretical foundations of value co-production as well as the customer contact model to develop a set of hybrid process metrics. A structural model is then advanced to examine the relationships between these processes and consumer value. survey data from 300 consumers assessing hybrid commerce stores were used to empirically test this value co-creation model. results demonstrate that the integration of promotion information, product and pricing information, and transaction information enhances information quality, while the integration of information access, order fulfillment, and customer service increases service convenience. Overall, the metrics developed and the structural model results offer a better understanding of the design of an effective value-creating hybrid commerce service-delivery system.

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

“…Previous researches into co-creation focused on generic and industry specific (health, manufacturing, retail, and tourism,) empirical studies (Oh & Teo, 2010;Prebensen & Foss, 2011;Gill, White & Cameron, 2011). The authors discussed the frameworks of co-creation from the encounters', suppliers' and customers' perspective.…”

The relationships among supply chain partnerships, customer orientation, and operational performance: the effect of flexibility

“…Having good relationships with strategic suppliers will upgrade not only production skills but also resources that can be complementary to achieve operational synergy (Wong et al 2011b). From the perspective of pervasive computing, with ubiquitous mobile access, consumers increasingly expect retailers to provide they with the ability to conduct their prepurchase, purchase and postpurchase activities in whatever retail channel is most convenient for them (Oh and Teo 2010), and O2O application can be the best solution to satisfy consumers' the above expectations with whole information The relationships among supply chain partnerships… processing stages and seamless service engagement. To be effective, partnerships should be designed to address two important issues: the mechanism for integrating business processes and the mechanism for sharing real-time information (So and Sun 2010).…”

Differential Impact of Web and Mobile Interactivity on E-Retailers' Performance

“…And with the ubiquity of mobile devices, many retailers have also begun to offer a customized interface with design and functionalities catering to consumers who visit the e-store from mobile devices (Lee & Benbasat 2004). As multichannel retailing gains prominence, retailers are attempting to extend the interactivity features that they offer on the Web for mobile consumers to get a seamless shopping experience across retail channels (Kleijnen et al 2007;Oh & Teo 2010).…”