The flipped side of customer perceived value and digital technology in B2B professional service context

Nguyen, Nhi; Nguyen, Doan; Suseno, Yuliani; Quang, Thong Bui

doi:10.1080/0965254x.2020.1755350

Cited by 19 publications

(14 citation statements)

References 80 publications

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“…Our results are also in line with the findings of Neuts et al (2013), who conduct a research in the travel industry and state that characteristics of electronic services positively influence the satisfaction and destination loyalty of tourists. This result is in line with the findings of Nguyen et al (2020) who find that a better quality of digital technology implementation results in a higher overall customer perceived value. These findings from other industries also confirm the impact of superior performance and satisfaction in digitalization on the loyalty of customers.…”

Section: Conclusion and Discussionsupporting

confidence: 91%

“…However, we theorize that user satisfaction and trust towards digitalized services may positively impact the loyalty as most services and interaction between container lines and their customers are started to be performed through digital products. This view is parallel to the findings of Nguyen et al (2020), who found that overall customer perceived value can be enhanced by digital technology in a non-technology business (insurance). The findings of Hirata (2019) also support our view that digital satisfaction positively affects overall customer satisfaction in container shipping.…”

Section: Theoretical Background and Hypotheses Developmentsupporting

confidence: 73%

“…This is particularly important as previous studies in similar subjects show that firm size (Lorenz et al, 2020), age and experience as well as the department of respondents (Yang, 2019) may have a significant impact on digitalization perception. Literature also indicates that age, experience, and firm size can have a significant impact on user satisfaction, perceived value, and loyalty in digital contexts (Nguyen et al, 2020;Xu & Du, 2018).…”

Section: Measurement Itemsmentioning

confidence: 99%

See 2 more Smart Citations

Digitalization in container shipping: Do perception and satisfaction regarding digital products in a non-technology industry affect overall customer loyalty?

Balcı

2021

Technological Forecasting and Social Change

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Section: Conclusion and Discussionsupporting

confidence: 91%

Section: Theoretical Background and Hypotheses Developmentsupporting

confidence: 73%

Section: Measurement Itemsmentioning

confidence: 99%

See 1 more Smart Citation

Digitalization in container shipping: Do perception and satisfaction regarding digital products in a non-technology industry affect overall customer loyalty?

Balcı

2021

Technological Forecasting and Social Change

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“…Moreover, empathy is fundamental to service firms due to its characteristic of centering interactions on being “helping and caring,” and it also has positive effects on sales performance (Bove, 2019). In B2B contexts, empathy is considered as part of the service interaction quality (Nguyen et al , 2020).…”

Section: Qualitative Findings and Discussionmentioning

confidence: 99%

Business customer virtual interaction: enhancing value creation in B2B markets in the post-COVID-19 era – an SME perspective

Fready

Vel

Nyadzayo

2022

JBIM

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Purpose The unprecedented changes in the marketplace induced by the COVID-19 pandemic and the resultant accelerated corporate migration to virtual ecosystems have added several unique research opportunities and theoretical gaps, especially in business-to-business (B2B) small- and medium-sized enterprises (SME) markets in the service sector. Particularly, customer interactions in B2B services that were once sustained by the “people mix” now demand a huge overhaul in light of the “new normal” restrictions. Hence, the purpose of this study is to explore how B2B service firms can engender firm value through virtual customer interactions during and in the post-COVID-19 era from an SME’s perspective. Design/methodology/approach This study adopts an exploratory qualitative inquiry to contribute to this discourse by proposing a conceptual framework based on prior literature and relevant theoretical frameworks, as well as qualitative interviews with SME managers, CEOs and/or owner-managers. Findings The qualitative findings reveal organizational preparedness, empathy, digital content and trust as key enablers of effective B2B virtual interaction that enhances cocreated value, thereby augmenting firm value. This study offers a much-needed examination of virtual interaction in B2B contexts and proposes a business customer virtual interaction model. Research limitations/implications The exploratory nature of this study is one limitation, and future studies with a bigger representative sample size that uses survey or experimental data drawn from large enterprises might add value to the current findings. Also, while this study is conducted in dynamic markets due to the COVID-19 crisis, future research must examine the customer/firm’s experiences in other forms of crises-led market ecosystems. Practical implications B2B service firms must be strongly inclined to continuously take steps to develop and maintain virtual interaction with customers. Proactive efforts to familiarize internal and external stakeholders with virtual interaction platforms are a crucial step for effective customer engagement. The effectiveness of B2B virtual interactions can be strengthened through digital content that elicits trust and exhibits empathy, especially in crises led-markets. Also, the value created for the firm must be redeployed strategically to sustain positive customer engagement behaviors that continue to deliver value to the firm and the customer. Originality/value This paper contributes to the increasing B2B customer engagement literature by exploring the ongoing dialogue on how B2B firms can strive and succeed in the post-COVID-19 era or related crises-led market ecosystems through enhanced virtual B2B customer interaction efforts.

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“…CPV has been a popular concern both to researchers and business practitioners across disciplines (Zauner et al, 2015). Based on the extant literature related to CPV, it was noticed that CPV is mostly associated with the product (Suryadi et al, 2018), but has also been used within the service literature to understand service quality (Arslanagic-Kalajdzic and Zabkar, 2017;Behnam et al, 2020;Xuan Nguyen et al, 2020). The understanding of perceived customer value helps to explain different areas such as behavior and repeat purchasing as it describes the perceived net gains associated with the products/ services acquired (Grewal et al, 2003).…”

Section: Foundational Constructs and Empirical Claimsmentioning

confidence: 99%

Toward a conceptualization of personalized services in apparel e-commerce fulfillment

Jain

Sundström

2021

RJTA

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Purpose Today, customers’ perceived value does not only depend on the products, but also on the services provided by a firm. In e-commerce, it is important to shift the focus beyond the product and discuss the value of personalized services in the context of e-commerce fulfillment. Therefore, the purpose of this paper is twofold: to develop a conceptual framework proposing satisfaction through personalized services as a middle-range theory; and to suggest foundational premises supporting the theoretical framework, which in turn shape middle-range theory within the context of apparel e-commerce fulfillment. Design/methodology/approach In this theory-driven paper, the authors apply the scientific circle of enquiry, as it demonstrates the role of theorizing with the help of middle-range theory and empirical evidence and as such provides a methodological scaffolding that connects theory formulation and verification. The authors synthesize literature related to customer perceived value (CPV) and satisfaction, followed by abduction focusing on understanding the empirical domain as it occurred in practice from company cases. The presented case studies are based on semi-structured interviews with three Swedish online retailers within the apparel industry. The theory-driven analysis results in suggestions of foundational premises. Findings Based on the theoretical foundations and empirical generalizations, three propositions are suggested. The premises regarding satisfaction through personalized service applied in the domain of apparel e-commerce fulfillment are: to ensure customer satisfaction requires a value co-creation perspective using data during the pre-purchase phase; to ensure customer satisfaction and retention require added-value perspective during the post-purchase phase of the shopping journey; and to ensure satisfaction and convenience require an added-value perspective at the last mile. Practical implications The apparel firms lose a substantial amount of revenue because of poor online customer satisfaction, leading to e-commerce not reaching its full potential. To enhance customer value, online retailers need to find a resort in advanced technologies and analytics to address customer satisfaction, and it is suggested that retailers shift their focus beyond the products and find ways to improve personalized service offerings to gain market advantage, improve fulfillment, drive sales and increase CPV. Originality/value To consider personalized services as a source for improving e-commerce fulfillment and CPV, the main contribution of this study is conceptual as it presents a theoretical model developed from general theory, middle-range theory and verified with empirical claims.

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The flipped side of customer perceived value and digital technology in B2B professional service context

Cited by 19 publications

References 80 publications

Digitalization in container shipping: Do perception and satisfaction regarding digital products in a non-technology industry affect overall customer loyalty?

Digitalization in container shipping: Do perception and satisfaction regarding digital products in a non-technology industry affect overall customer loyalty?

Business customer virtual interaction: enhancing value creation in B2B markets in the post-COVID-19 era – an SME perspective

Toward a conceptualization of personalized services in apparel e-commerce fulfillment

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