Technological transformation is playing a crucial role in value co-creation for both customers and firms through enhanced customer experiences. This study examines the value co-creation process within the service ecosystem by applying Service-Dominant Logic (SDL) theory to the use of virtual reality in real estate projects. Specifically, we study the complex interplay between various dimensions of customer service experience, immersive service satisfaction, customer advocacy, and flow construct in co-creating value.
Using the brand experiential scale and customer advocacy as the primary constructs, this study was conducted amongst 230 respondents by subjecting them to a Virtual Reality (VR) housing tour experience.
Findings reveal a positive impact on four out of five (sensory, affective, cognitive and behavioral) dimensions of the customer experience due to the introduction of VR spaces. Furthermore, immersive service satisfaction and flow mediate the relationship between customer experience and customary advocacy. This study also identifies the customer segments most affected by the VR experience.
This study demonstrates the application of VR services for value co-creation in immersive spaces, which is useful to academics and practitioners. VR developers, strategists, and marketers can significantly benefit from this research by identifying key dimensions of customer experience to prioritize across diverse customer segments, thereby enhancing their offerings to cultivate a more comprehensive and impactful customer experience.
Value co-creation in the form of immersive service satisfaction and flow is a novel addition to the SDL theory, making this research unique in concept and contribution. By integrating immersive service satisfaction and flow into SDL theory, this research presents a unique conceptual advancement, emphasizing the psychological and experiential dimensions of value co-creation, thus enhancing theoretical applicability and practical insights in the context of SDL immersive technologies to foster deeper customer engagement and co-creation.
