Title: Antecedents of co-creation intention and their role in developing technology-based new services via customer involvement: a conceptual analysis

Authors: Bijoylaxmi Sarmah; Zillur Rahman

Addresses: Department of Management Studies, Indian Institute of Technology, Roorkee-247667, Uttarakhand, India ' Department of Management Studies, Indian Institute of Technology, Roorkee-247667, Uttarakhand, India

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.

Keywords: co-creative service innovation; technology-based service; TBS; co-creation intention; conceptual framework; service; value co-creation; involvement; innovativeness; trust.

DOI: 10.1504/IJBEX.2018.091921

International Journal of Business Excellence, 2018 Vol.15 No.2, pp.239 - 255

Received: 01 Oct 2016
Accepted: 09 Mar 2017

Published online: 21 May 2018 *

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