Technology in use – characterizing customer self-service devices (SSDS)

Gummerus, Johanna; Lipkin, Michaela; Dube, Apramey; Heinonen, Kristina

doi:10.1108/jsm-10-2018-0292

Cited by 41 publications

(37 citation statements)

References 48 publications

(102 reference statements)

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“…Digital transformation is creating new opportunities for financial institutions to interact with their customers (Kucharska, 2019; Adapa et al , 2020). As AI continues to disrupt the industry, value-creating activities are shifting from brick-and-mortar to self-service channels with no direct contact with bank employees (Gummerus et al , 2019). This is a critical issue, as the banking industry is still highly invested in relationship-oriented banking (Boateng, 2019; Fernandes and Pinto, 2019).…”

Section: Discussionmentioning

confidence: 99%

“…Perceptions of artificial intelligence (AI) service delivery (adapted from Curran and Meuter, 2005; Åkesson et al , 2014; Gummerus et al , 2019) reflects an individual’s overall attitude toward artificial intelligence in service delivery.…”

Section: Measures and Methodsmentioning

confidence: 99%

“…Assessment of artificial intelligence in mobile banking (AIMB) reflects the respondent’s level of comfort with AI mobile banking applications; it was measured with four original items developed after a review of smart service and self-service technology literature (Curran and Meuter, 2005; Åkesson et al , 2014; Nijssen et al , 2016; Gummerus et al , 2019).…”

Section: Measures and Methodsmentioning

confidence: 99%

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Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Payne

Peltier

Barger

2021

JRIM

127

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Purpose The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms. Design/methodology/approach A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling. Findings This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions. Research limitations/implications The sample consisted on digital natives. Additional age cohorts are needed. Practical implications As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance. Originality/value The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.

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Section: Discussionmentioning

confidence: 99%

Section: Measures and Methodsmentioning

confidence: 99%

Section: Measures and Methodsmentioning

confidence: 99%

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Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Payne

Peltier

Barger

2021

JRIM

127

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“…For example, the use of artificial intelligence devices (e.g. chatbot) permits Gen-Z consumers to receive real-time feedback (Araujo, 2018) while the self-service kiosk is likely to alleviate long queue at the cash register (Gummerus et al, 2019). Besides that price promotion could be one of the best strategies to evoke consumers to engage with the technology, such as 10 per cent discount if consumers purchased through SRT.…”

Section: Discussionmentioning

confidence: 99%

Mirror, mirror on the wall, are we ready for Gen-Z in marketplace? A study of smart retailing technology in Malaysia

Lim

et al. 2019

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Purpose In this digitalization age, smart technologies are on the cusp of changing all business sector including retailing. Today’s consumers desire to shop in a smart store where the physical products on display are connected to the internet world. This study aims to propose a model for investigating Generation Z (Gen-Z) consumers’ expectations towards the smart retail technology (SRT) in the Malaysian context through the application of the stimulus-organism-response framework. Design/methodology/approach By using a purposive sampling technique, a self-administered questionnaire was conducted. A total of 220 usable responses were collected from Gen-Z consumers who had experience in using SRT. The data were analysed using partial least square structural equation modelling (PLS-SEM). Findings This study underscores the role of perceived usefulness, perceived enjoyment and perceived value on Gen-Z consumers’ attitude and word-of-mouth (WOM). Expectations on usefulness, enjoyment and value provide some ideas on Gen-Z consumers’ value who put a high emphasis on functional value, fun value and value for money when adopting the SRT. On the other hand, the result also demonstrates the mediating role of consumers’ attitude in connecting perceived value and perceived enjoyment on WOM towards SRT. Practical implications The findings of this study provide beneficial insights for a retailer who desire to pursue a smart-related acquisition strategy. Retailers are recommended to embrace on the following three key features: innovative solution (high usefulness), reliable benefits (high perceived value) and fun experience (high enjoyment) to provide Gen-Z consumers with compelling experiences. Additionally, retailers are suggested to acknowledge the importance of managing consumers’ attitude in driving positive WOM evaluations. Originality/value This paper responds to Ting et al.’s (2018) call in uncovering values and lifestyles of generation in details. In Malaysia, retailers ought to incorporate of the high level of usefulness, value and enjoyment when designing their SRT to constitute the Gen-Z consumers’ expectations. Moreover, similar to Ting’s conclusion, this cohort members are very much into technologies and they tend to embrace SRT in their lifestyles.

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“…Research needs. As AI innovation continues to disrupt the industry, value-creating interactions are shifting to digital channels with no direct contact between consumers and service employees (Gummerus et al , 2019). SD logic indicates various ecosystem actors are likely to benefit from AI integration to the service exchange (Vargo and Lusch, 2016).…”

Section: Multi-actor Digital Servitization Value Co-creation Framework For Artificial Intelligence Servicesmentioning

confidence: 99%

Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Payne

Dahl

Peltier

2021

JRIM

103

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Purpose Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and service delivery in their respective industries. Nonetheless, the issues surrounding AI services remain relatively unknown. The purpose for this paper is to offer a digital servitization framework for understanding how AI services impact value perceptions, consumer engagement and firm performance measures. The authors use the financial service ecosystem to explore this topic. Design/methodology/approach The authors explore relevant literature on digital servitization, service-dominant logic and AI/disruptive innovation. Next, a conceptual framework, organized by AI-Service Exchange Antecedents, Context of AI Usage and Digital Servitization Consequences, is developed. The authors conceptualize consequences for consumers and firms. Findings The main findings suggest that the linkages between consumers, financial institutions and fintech companies with AI usage in a service ecosystem should be identified; how value is created among multiple SD Logic-AI network actors should be analyzed; and the effects of AI-consumer interactions (lower-level and higher levels of engagement) on firm performance measures should be explored. Research limitations/implications The conceptual framework identifies gaps in the literature and suggests research questions for future studies. Practical implications This paper may assist practitioners with the development of AI-enabled banking activities that involve direct consumer engagement. Originality/value To the authors’ best knowledge, this research agenda is the first comprehensive framework for understanding value co-creation in the context of AI in financial services, linking antecedents, usage and consequences.

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Technology in use – characterizing customer self-service devices (SSDS)

Cited by 41 publications

References 48 publications

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Mirror, mirror on the wall, are we ready for Gen-Z in marketplace? A study of smart retailing technology in Malaysia

Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

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