...Emma Junhong Wang; Pierre R. Berthon; Joby John Purpose This paper aims to advance understanding of value co-creation and value co-destruction in artificial intelligence ( AI )-enabled services by introducing the Refined Interaction Value Framework (R-IVF). The R-IVF explains how interaction value...

... of multilevel data from Asia-Pacific hotels. Similarly, Yang et al. (2022) , in a study of the Chinese hospitality sector, showed that a developmental organizational culture positively influences SI . Customer participation Service innovation Employee Tourism Value co-creation Since...

... Value co-creation Well-being Self-service technology Retail’s automation wave has accelerated the spread of unmanned, phygital stores that fuse digital layers with physical places (Grewal et al., 2020 ; Kopalle et al., 2024 ; Mende and Noble, 2019 ; Varma et al...

...Gaurangi Laud; Wei Wei Cheryl Leo; Chatura Ranaweera; Sanjit Kumar Roy Purpose This study aims to propose a unique set of nine relationship orientations for human–robot value co-creation to enable effective coworking between humans and robots in service systems. Design/methodology/approach...

... usefulness, social influence, facilitating conditions and value co-creation significantly influence online shopping acceptance among elderly consumers. Specifically, consumers aged 65 and over are more inclined to adopt online shopping when they perceive it as beneficial, have access to the necessary...

...Wei Yang; Xinyu Liu; Yin Zhou; Haidi Zhou Purpose As value co-creation has become central to marketing practices, social media strategies have been extensively studied as a key approach to fostering co-creation. However, existing research has treated this strategy at a broad conceptual level...

... this gap, the present work incorporates sustainability-oriented service innovation ( SOSI ) as a variable to expand the research field in the service sector. The purpose of this study is to analyze value co-creation as an antecedent and innovation and business performance as consequents of SOSI...

...Eija-Liisa Heikka; Timo Pohjosenperä Purpose This study aims to investigate how service modularity facilitates value co-creation in knowledge-intensive business services ( KIBS ). Design/methodology/approach An in-depth qualitative case study was conducted in a large international KIBS firm...

...). The study analyzes how brand image can be strengthened through individuals’ online value co-creation – with the firm, with online platforms or with other consumers – during the “dreaming” phase prior to selecting and purchasing a service, taking into account the moderating role of consumers’ uncertainty...

... context to help solve social problems such as racism (Madill and Abele, 2007) and excessive alcohol consumption (Dietrich et al., 2016). Thus, there is scope for further empirical evidence of how the MOA model can be used to understand value co-creation. RQ2. How can co-creating...

... examine how AR service marketing activities such as entertainment, interaction, trendiness and customization enhance consumer inspiration. In addition, the authors explore the role of consumer empowerment and skepticism as key underlying mechanisms between consumer inspiration and value co-creation (VCC...

... by addressing the following research questions: What insights from service ecosystem and TSR literature can help optimise value co-creation and cultivate socially responsible practices in digital gaming services? What future research directions could advance the understanding of digital gaming services...

...Nic S. Terblanche; Barry J. Babin Purpose There is a paucity of published research regarding service employees’ side of gloomy consequences emanating from value co-creation (VCC). The purpose of this paper is to provide a comprehensive overview of the activities and interactions of VCC that can...

...-centric solutions. COVID-19 Dynamic capabilities Service innovation Organizational resilience Value co-creation Resilience in small- and medium-sized enterprises (SMEs) is a key strength, enhancing performance and facilitating adaptation, innovation and resurgence amid disruptive...

.... Its importance as one type of customer operant resource for value co-creation is underscored. Findings also uncover how other actors indirectly contribute to customers’ value co-creation via developing their SCL resources. 08 09 2021 26 02 2022 08 06 2022 26 06 2022 Tram...

...Mariia Bordian; Irene Gil-Saura; Maja Šerić Purpose The service industry has been facing many challenges connected to sustainable practices and how they affect final consumers. This paper aims to explore the impact of value co-creation (VCC) on customer-based brand equity and satisfaction...

... for animal companions is rather scarce and there is a lack of empirical research regarding the individual value co-creation activities of caregiving customers (owners), who use services for and with their animal companion and serve as mediators in service interactions with the service provider. Hence...

...Per Echeverri Purpose Contemporary service and marketing research on value co-creation and value co-destruction assume a one-dimensional view on value, ranging from positive value co-creation, alignment and high value to negative value co-destruction, misalignment and low value. This limitation...

... for self-expressive reasons, without intention of ownership (Belk, 2013). On social media, value co-creation “has moved beyond the consumer’s purchasing power and the financial purposes of products to focus on the symbolic meaning of consumption” (Pongsakornrungsilp and Schroeder, 2011 , p. 306...

...Constanza Bianchi A qualitative methodology is used to identify challenges, value co-creation behaviors and well-being outcomes of elderly individuals and their family members when using Internet services. The data collection method involved 24 in-depth interviews with consumers over 75 years...