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PurposeThe purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The stability of the failure is proposed to moderate these relationships.Design/methodology/approachThe proposed research model was tested through data collected from an online survey of a Tunisian sample of 300 respondents, using the scenario method.FindingsThe study validates the positive impact of dissatisfaction on anger and negative word-of-mouth, as well as that of anger on complaint behaviour and negative word-of-mouth. The relation between dissatisfaction and negative word-of-mouth is mediated by anger. When the failure is stable, dissatisfied users of the self-service technology seek to enhance their negative word-of-mouth and supplier change. The results also show that the stability of the failure enhances the effect of anger on complaint behaviour.Practical implicationsBanks should invest efforts to accelerate the recovery of services to reduce consumer dissatisfaction and anger and prevent adverse behavioural outcomes. Further, they need to ensure that failures are not repeated, as failure stability activates some otherwise non-significant behavioural outcomes, like supplier change.Originality/valuePrevious works have focused on the impact of dissatisfaction and negative emotions for interpersonal services, but very few works have come to associate dissatisfaction, anger, complaint, negative word-of-mouth and supplier change in an integrative framework for an self-service technology failure.

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The concept of co-creation or value creation has been the subject of several research studies. While the concept of co-creation seems recent, Badot and Cova (1995) have developed it a while ago, in the early 1990s. Despite the thorough discussions about the strategic consequences of the concept of co-creation of value, the cognitive, affective and conative mechanisms of the motivating factors for co-creation still lack investigations. To remedy that omission in literature, we propose in this study to determine the motivating factors that involve the consumer in a co-creation activity focusing on its impact, loyalty and customer retention. Thus, our research introduced a new relationship of U & G approach to the concept of the joint value creation, which, to our knowledge, has never been the subject of empirical or theoretical study. A questionnaire was developed and distributed via Google Drive to the consumers and users of our chnia tarbijtek -"what's your nickname"-study produced by Coca-Cola proposed application. 360 questionnaires were completed and a structural equation (SEM) with AMOS was used to test the hypothesis. The results show that the social and personal integration affects the online co-creation positively, while learning gives the opposite result. Co-creation affects the strength of the relationship, trust and the satisfaction of both customers and consumers positively as well. The final product shows that loyalty is to a further extent linked to the strength of the relationship between the producer and the consumer.

What if customer experience was the primary driver of digital transformation? Indeed, new hybrid experiences have emerged thanks to daily-life technologies that fused both digital and physical worlds. This kind of experience uses applications and connected objects (IoT) to adapt and respond to consumer needs. Augmented reality and virtual reality are one of the most functionally and emotionally memorable phygital experiences that create value for customers. In this chapter, the authors chose heritage tourism as the study field for different reasons. While the adoption of augmented and virtual reality is gaining grownd, cultural heritage sites have started to consider the possibilities offered by these new and innovative technologies. This industry is starting to integrate AR and VR in several ways to attract more people. However, it is necessary to study how modern technology can be developed and implemented in a meaningful way to improve the tourist's experience. An AR- and VR-based mobile application has been developed and tested at Antonine's Baths in Carthage, Tunisia.