Abstract
Although many companies are using technology-based services (TBS) to support service innovation, academic research on involving customers for co-creating new services is very limited. Companies find it challenging to develop co-creation intention among customers during service innovation practices, as they vary from one to other based on their characteristics and depending upon situational factors. In this study, we try to explore the constructs related to customer characteristics and situational factors that are highly pertinent to co-creative service innovation in TBS research to show their relational linkages with the help of propositions and a conceptual framework. The findings conceptualise relevant traditional and contemporary issues of cocreative service innovation in TBS literature and explore the significance of relationships between antecedents such as personal innovativeness and trust with the outcome-customers' co-creation intention. Future research may undertake empirical approach to validate or revise the propositions presented in this conceptual paper.
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