Antecedents And Outcomes Of Customer Engagement Bridging Customer Value Co Creation Behavior And Customer Psychological State Engagement PDF Download

Service innovation is crucial to sustaining companies' long-term success. As the role of customers in the process of service production and delivery has increased, service innovation has been proposed as an interactive process that involves input and feedback from consumers. Companies today cannot operate alone in the design and delivery of service innovations. Theories have labelled this interactive innovation process "co-creation of value," which offers many benefits for both companies and consumers. The conceptualization of value co-creation is supported with technological advancement and technologically sophisticated consumers—Generation Y. Members of Generation Y, with their enthusiasm and facility with mobile technology, have prompted a notable shift in firms' innovation strategies. However, academic research on Generation Y and strategies of value co-creation engagement is limited. Therefore, this study was designed to explore the factors that influence Generation Y consumers to engage in co-creation via mobile technologies in various service contexts (e.g., hotels, restaurants, airlines, healthcare, etc.). Due to the exploratory nature of this study, a sequential mixed research design with qualitative and quantitative phases was employed. In the qualitative phase, two studies (focus group interviews and content analysis of business commentaries) were conducted to explore the research problem and develop an appropriate instrument to measure the construct of engagement in value co-creation, and the antecedents of customer engagement in value co-creation via mobile technologies. In the quantitative phase, a pilot and main study were employed to assess the validity of the measurement scales, as well as to test the proposed relationships. Results indicated that Generation Y consumers are motivated primarily by their peers and other social groups. Specifically, having solid interpersonal and peer networks, and engaging in informal communications are paramount to Generation Y’s engagement in co-creation. Other factors, such as ease of use of technology and enthusiasm for technology, also influenced the likelihood that this cohort would engage in co-creation activities through mobile platforms. The results of the structural model offer a better understanding of Generation Y consumers’ engagement activities and value co-creation behaviors through mobile technology, and offer suggestions for the service innovation design and delivery process.