Transformative value co-creation with older customers in e-services: Exploring the influence of customer participation on appreciation of digital affordances and well-being. (July 2022)

• Record Type: Journal Article
• Authors: Zhang, Yu; Su, Jiafu; Guo, Honggui; Lee, Jeoung Yul; Xiao, Yan; Fu, Mingqiu
• Is Part Of: Journal of retailing and consumer services. Volume 67(2022)
• Publication Date: 2022-07
• Subjects: Appreciating digital affordances -- Basic needs satisfaction -- Customer participation -- Digital skills -- Transformative value co-creation -- Older customers; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2022.103022
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This study challenges the negative assumption that older customers struggle to adapt to e-service by exploring the positive influence of their participation on transformative value co-creation. A two-phase mixed-methods approach was adopted to develop and validate the research model. The results found that customer participation, including information sharing, responsible behaviors, and in-role feedback, promotes older customers' digital skills and basic needs satisfaction, leading to higher appreciation of digital affordances and well-being. Additionally, online employees' customer orientation positively moderates the above relationships. This study provides insight for service providers to include older customers in e-services. Highlights: Older customers' participation can promote their sustained digital skill and basic needs satisfaction, leading to transformative value co-creation, such as enhancing their appreciation of digital affordances and well-being. The customer orientation of online employee can accelerate the transformative value co-creation process between the older customers and the e-service providers.