PurposeThis study aims to examine the influence of institutions and technology on value co-creation outcomes. These outcomes include strategic benefits, value-in-context and novel operant resources. The problem in this study is analyzed based on the perspective of service-dominant logic or the service ecosystem.Design/methodology/approachPrimary data collection was carried out using a questionnaire through an online survey. All indicators are measured using a seven-point Likert scale. The exploratory factor analysis technique was applied to test the construct validity. We obtain data from 358 McDonald's restaurant consumers. Furthermore, nine hypotheses were tested using simple and multiple linear regression.FindingsThe results of this study proved that the nine proposed hypotheses were not rejected. Technology has been shown to significantly influence institutions, and both institutions and technology have also been shown to influence strategic benefits. Furthermore, institutions, technology, strategic benefits and novel operant resources are shown to influence value-in-context. Finally, institutions and technology are proven to influence novel operant resources.Research limitations/implicationsThe research focused solely on the fast-food restaurant sector of Indonesia, and thus, the results may not be applicable to other service sectors. Manager engagement is needed in the value co-creation process and the sustainability of the service ecosystem. Furthermore, technology and institutions need to be built through dialogical interactions and shared understanding to more effectively implement the corporate strategy.Originality/valueThis research offers several novel contributions: the design of new instruments and an empirical model. Besides, the authors analyze several relatively new constructs, such as technology, institutions, novel operant resources, strategic benefits and value-in-context.
This study aims to empirically analyze the direct and indirect effects of operant resources on co-creation experience of Airbnb consumers. Specifically, this study examines operant resources’ impact on perceived benefits, trust, and co-creation experience. In addition, this study also investigates the effect of perceived benefits, and trust on co-creation experience. We managed to collect a sample of 201 respondents obtained through online surveys. Respondents were consumers who have used Airbnb service offerings. Data were gathered using a questionnaire developed on the basis of a literature review. A convenience sampling was adopted in inviting consumers to participate in this study. The hypotheses were analyzed using simple and multiple linear regression analysis. The results show that operant resources are proven to influence perceived benefits, and trust of consumers. Likewise, perceived benefits, trust, and operant resources have been shown to influence the co-creation experience. The novelty and the most important contribution of this study are that it has succeeded in proving empirically the existence of the Service-Dominant Logic (S-D Logic) perspective.
Dewasa ini personalisasi iklan di media sosial, seperti Instagram, telah banyak diterapkan oleh para pelaku bisnis atau pemasaran. Penelitian ini bertujuan untuk menguji hubungan di antara tiga variabel, yaitu personalisasi iklan, keterlibatan konsumen, manfaat strategis, terhadap nilai dalam konteks. Secara spesifik, peneliti ingin menguji: (i) hubungan personalisasi iklan terhadap nilai dalam konteks; (ii) hubungan keterlibatan konsumen terhadap nilai dalam konteks; (iii) hubungan manfaat strategis terhadap nilai dalam konteks. Permasalahan akan dibahas berbasis pada perspektif ekosistem layanan atau logika dominan layanan (LDL). Pengumpulan data primer dilakukan dengan menggunakan kuesioner terstruktur. Seluruh indikator setiap konstruk diukur menggunakan skala Likert tujuh poin. Peneliti berhasil mengumpulkan sampel sebanyak 300 menggunakan metode convenience sampling. Responden adalah generasi millennials yang berdomisi di Jakarta dan Tangerang Selatan, Indonesia. Selanjutnya, tiga hipotesis diuji menggunakan teknik analisis regresi linear. Hasil studi ini memperlihatkan bahwa manfaat strategis dan keterlibatan konsumen terbukti secara signifikan mempengaruhi nilai dalam konteks konsumen. Namun demikian, studi ini tidak menemukan bukti pengaruh personalisasi iklan terhadap nilai dalam konteks. Ada sejumlah kebaruan (novelty) dari penelitian ini, yaitu: (i) merancang instrumen penelitian baru; (ii) menganalisis variabel baru, seperti manfaat strategis dan nilai dalam konteks; (iii) menganalisis dari perspektif ekosistem layanan atau LDL; dan (iv) menganalisis dalam konteks baru dan spesifik yakni personalisasi iklan di media sosial Instagram.
This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced.
The study aims to test the relation among event perception (event inventiveness, event appropriateness, and event adequacy), event satisfaction, and attitude toward retail’s brand. A structured questionnaire was designed to collect the data. Multiple and simple linear regression techniques were used to test the causal relations of four hipotesis proposed. The results showed that both event adequacy and event inventiveness affect event satisfaction. Nevertheless, event appropriateness did not affect event satisfaction. Afterwards, event satisfaction influenced attitude toward retail’s brand. The contribution of this study was through empirical verification concerning the prior model designed by Leischnig, Schwertfeger, and Geigenmueller (2011). Empirical contribution came from the findings of the strength of relationship between variables tested. Besides theoretical contribution, this study also delivered practical contribution for event organizer.<br />Keywords: Perception, Satisfaction, Attitude, Event, Marketing
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