Results show that the technological environmental cues of the smart servicescape collectively influence smart experience co-creation, and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth intentions.
Authors
Gaganpreet Singh, Associate Professor, Jindal Global Law School, O.P. Jindal Global University, Sonipat, Haryana, India.
Sanjit K. Roy, Marketing, UWA Business School, The University of Western Australia, Perth, Australia.
Megan Hope, Customer Product and Service Graduate, National Australian Bank, Melbourne, Australia.
Bang Nguyen, Marketing, Department of Entrepreneurship and Relationship Management, University of Southern Denmark, Kolding, Denmark; Center for Innovation and Entrepreneurship, Shanghai University, Shanghai, China.
Paul Harrigan, Marketing, UWA Business School, The University of Western Australia, Perth, Australia.
Summary
Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape.
Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation.
SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R).
A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.
Published in: Journal of Marketing Management
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