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

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.

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

“…Co-creation as an antecedent of customer-focus orientation strengthens customer participation in the creation of core products/services through innovative engagement and is also linked with the conception that “value determination resides exclusively with the customer” (Merz et al ., 2018). The application of co-creation in the context of customer-focus requires business organizations such as SMEs to have the capability to collaborate with customers and, most importantly, learn from them (Galdolage, 2021; Roberts and Darler, 2017). Base on this viewpoint, customers cannot anymore be identified as obeisant actors in the marketing and product development process of business organizations.…”

Customers' Technology Know-How and Error-Correction Capability in using Self-Service Technologies

“…Customers can use self-service technology to create and consume services or parts of services without directly interacting with the company's workers (Galdolage, 2021a). The roles of customers and enterprises are constantly changing due to technological advancements (Ugwuanyi et al, 2021), and currently, there is an emphasis on producing more value, which is a precondition for becoming competitive (Saarijärvi et al, 2013).…”

“…Therefore, improving customer know-how and making them confident in SST performance become prominent in enhancing voluntary acceptance of SSTs. Further, customers' technology know-how affects their ability to recognize the potential or actual problems related to their SST transactions (Galdolage, 2018). Their knowledge and previous experience in using such technologies will be helpful for them to respond to errors successfully.…”

Website Aesthetics and Technology Playfulness in Encouraging Customer Use of Online based Self-Service Technologies: Special Reference to Commercial Banks in Sri Lanka

“…Various technology acceptance models, such as the Technology Acceptance Model (TAM) [15], Unified Theory of Acceptance and Use of Technology (UTAUT) [16], Innovation Diffusion Theory (IDT) [17] , and Theory of Reasoned Action (TRA) [18], have been made to understand SSTs as a part of information-technology innovations in a variety of areas [19][20][21] . However, , according to Blut, Wang [22] and Galdolage [23], these general technology adoption models do not adequately explain the context of SSTs. Furthermore, customer behavior in terms of technology use and acceptance differs between developed and developing countries.…”