The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

Abstract

Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers' service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.

The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries

“…The findings show that servicescape from two points of view: Physical and social, are significant predictors on co-created value [113]. Thus, the findings of this research imply that the assumption of value co-creation concept is that customers will play an active role in collaborating with the firms for the creation of value together through the various stages of the value chain from service production to consumption [114]. Therefore, if the physical environment is supportive for tourists to take part in value creation and interact with employees and other tourists, created value is obvious to be developed.…”

Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

“…In sum, this manuscript lays the foundation for a better understanding of customers' interaction choices (Barwitz and Maas 2018) in the smart BaM servicescape (Sanjit K. Roy et al 2019) and offers ample opportunities for further research.…”

“…While prior research finds that the evaluation of service offerings is significantly more important for customers in ecommerce settings, it also suggests that there are no differences in the service orientations of BaM and e-commerce customers (Schramm-Klein et al 2007). Furthermore, in a smart servicescape (Sanjit K. Roy et al 2019), experience with technology has a mediating impact on customers' behavioral intentions toward such technologies and their loyalty toward the retailer (Roy et al 2017). The variables that are known from channel choice and technology acceptance studies in an e-commerce context are also shown to affect the purchase intention in omni-channel environments (Juaneda-Ayensa et al 2016; Kazancoglu and Aydin 2018;Susanto et al 2018).…”

“…While most research on channel choice suggests that the customer behavior in e-commerce and BaM retail differs (Cervellon et al 2015;Schramm-Klein et al 2007), Schramm-Klein et al (2007 and Walsh et al (2010) show that customers' criteria for evaluating e-commerce and BaM stores are similar but also that customers' evaluation of services is significantly more important in online shops. Still, smart retail technologies in particular (Roy et al 2017;Roy et al 2018), along with the hybrid customer interactions they foster (Hosseini et al 2017;Nüesch et al 2015), unfold a new smart servicescape (Sanjit K. Roy et al 2019) that combines aspects of BaM retail with those of e-commerce, leading to a technology-mediated in-store experience (Roy et al 2017). Therefore, whether results from studies on eTPs in e-commerce can be transferred to BaM retail remains in question.…”

Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise

“…Some studies focus on traits of the virtual community that encourage these behaviors. These prior studies stress that aesthetic characteristics of the virtual community-for example, its capability to encourage interaction among participants and improve their feeling of social presence; or superior functional, utilitarian, or physical performance-give rise to greater perceived utility of the virtual community and thus foster value co-creation [35,36].…”