Mobile-based value co-creation: contextual factors towards customer experiences
نویسندگان
چکیده
Purpose Collecting information from and interacting with customers through mobile platforms for personalization purposes have become a trend. While mobile-based value co-creation has attracted wide research attention, noticeable gap exists regarding what might potentially affect the firm–customer interaction process which is co-created. This paper aims to explore how exchange communicate firms applications in travel context. Design/methodology/approach Based on constructivist paradigm, this study adopted qualitative design. Data were collected semi-structured interviews analyzed following narrative analysis approach. Findings The findings highlight contextual factors (individual characteristics, trip characteristics computer-mediated communication characteristics) that facilitate inhibit process. Practitioners are suggested put more efforts creating stimuli interactions managing customer expectation. Research limitations/implications goes beyond technology adoption focuses customers’ post-adoption stage. shed light important role of service provider facilitating effective customers. Originality/value process, rather than antecedents outcomes co-creation. It contributes empirical evidence co-create why some situations present better opportunities successful
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ژورنال
عنوان ژورنال: Tourism Review
سال: 2021
ISSN: ['1759-8451', '1660-5373']
DOI: https://doi.org/10.1108/tr-10-2020-0504