Anticipatory value-in-use in early-stage digital health service transformations: How consumers assess value propositions before and after abrupt, exogenous shocks

Dahl, Andrew J.; Peltier, James W.; Swan, Eric L.

doi:10.1016/j.jbusres.2023.113910

Cited by 9 publications

(7 citation statements)

References 63 publications

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“…A growing stream of research investigates how service providers and consumers co-create value for digital innovations (Dodds et al , 2022; Reuschl et al , 2022). Despite this interest, extant literature exploring the unique stages of the value-in-use process is underdeveloped (Abid et al , 2022), especially in the context of early-stage innovations (Dahl et al , 2023). We contribute to the literature by developing and testing an AI Digital Transformation Value Co-Creation Framework with three distinct co-creation stages: operant resources, engagement and outcomes.…”

Section: Discussionmentioning

confidence: 99%

“…• Relational Service Quality (RSQ): Four-item scale reflecting consumers' perceptions of the quality and satisfaction of their existing service provider relationship (adapted from Dahl et al, 2023).…”

Section: Methodsmentioning

confidence: 99%

“…Scales were measured via an agreement scale (1 = strongly disagree to 5 = strongly agree ). Table I provides the means and standard deviations. Digital Self-Efficacy (DSE) : Five-item scale measuring consumers' perceptions of their ability to integrate technology resources into service delivery (original scale adapted from multiple studies). Relational Service Quality (RSQ) : Four-item scale reflecting consumers' perceptions of the quality and satisfaction of their existing service provider relationship (adapted from Dahl et al , 2023). Shared decision-making (SDM) : Nine-item scale measuring the extent to which digital health technologies impact consumer awareness of health-care needs and willingness to take ownership in the health decision process (adapted from Dahl et al , 2021).…”

Section: Methodsmentioning

confidence: 99%

“…Specific to healthcare, patient-provider relationship service quality and experiences from past interactions influence digital health value co-creation and associated health outcomes (Dahl et al, 2021(Dahl et al, , 2022. We thus define relational service quality as the consumers' satisfaction and strength of relationship with their existing service provider (Dahl et al, 2023). Relationship service quality is a proxy for how consumers evaluate the value of their relationship with their healthcare provider.…”

Section: Relational Service Quality and Shared Decision-makingmentioning

confidence: 99%

“…We contribute to the AI literature in multiple ways. First, empirical research is lacking investigating unique stages in the value co-creation process for digital transformations (Dahl et al , 2023; Verhoef et al , 2021), particularly with regard to AI and healthcare (Kopalle et al , 2022; Zhu et al , 2022). We also respond to calls for research investigating AI in interactive marketing, exploring how firms and consumers work together to create value, engagement and participation (Manser Payne et al , 2021a; Wang, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

Swan,

Peltier,

Dahl

2023

JRIM

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PurposeDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.Design/methodology/approachA conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.FindingsThe results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.Research limitations/implicationsAI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.Practical implicationsCustomer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.Originality/valueThis study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.

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