Abstract
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implications for service managers responsible for user experience of complex and prolonged TBSSs. Directions for future research can focus on further deconstructing the multi-dimensionality of the IVF process.
Highlights
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs)
Our study adds to Ostrom et al.’s (2015) key service research priority of understanding value formation by investigating multidimensional IVF within complex and prolonged TBSS contexts
We extend Echeverri and Skalen’s (2011) original conceptualization of IVF as inclusive of variations between both value co-creation and co-destruction by factoring in the myriad permutations possible which may lead to concomitant outcome variations
Summary
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Given the paucity of studies investigating IVF, we examine its multidimensionality, or the different pathways in which IVF takes place, in complex and prolonged TBSS experiences, better demonstrating its role in leveraging loyalty. This approach extends the traditional view of IVF as based solely on consumer co-creation activities (Vargo and Lusch 2008) to . We hope our study adds to an understanding of the multidimensional nature of IVF, as inclusive of different value forming processes, especially within the context of complex and prolonged TBSSs
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