Interaction orientation based on value co-creation theory: scale development and validation

Abstract

PurposeWith the rapid development of information technologies and the internet, firms have increasingly focussed on customer interactions to realise value co-creation. Previous studies have empirically examined interaction orientation, but their measurements have been derived from goods-dominant logic and have not explained the mechanism of value co-creation. The purpose of this paper is to propose an operational definition and define the dimensions of interaction orientation based on value co-creation theory (IOVCC), and then develop a scale for it.Design/methodology/approachIn this study, data were collected from employees via three questionnaire surveys, and then analysed using exploratory factor analysis and confirmatory factor analysis.FindingsThe findings are as follows: IOVCC represents a firm’s implementation of a set of marketing actions aimed at inserting the firm into its customers’ daily life practices and co-creating value with the customers. The construct of IOVCC consists of five behavioural dimensions: “building communication channels”, “involving customers in co-production”, “improving service capabilities”, “improving interaction quality” and “integrating interaction resources”. The measurement scale for IOVCC has acceptable levels of reliability, content validity, convergent validity, discriminant validity and nomological validity.Originality/valueThis study enriches the literature on value co-creation theory by revealing the process and actions of co-creating value. It also contributes to the understanding of service touchpoints by highlighting the interaction quality of touchpoints. In addition, the authors have developed a reliable and valid scale for IOVCC, thereby facilitating the measurement of a firm’s implementation of the “value co-creation” business philosophy.