The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

Sanjit K. Roy, Gaganpreet Singh, Megan Hope, Bang Nguyen, Paul Harrigan

Research output: Contribution to journalArticle

Abstract

Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.

Original languageEnglish
JournalJournal of Marketing Management
DOIs
Publication statusE-pub ahead of print - 28 Oct 2019

Fingerprint

Servicescape
Consumer experience
Co-creation
Service brand
Brand equity
Consumer services
Word-of-mouth
Functionality
Economics
Value creation
Social presence
Personalization
Organism
Novelty
Interactivity

Cite this

@article{97e0d3292c714f7b8e3f53d4a47e440e,
title = "The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation",
abstract = "Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.",
keywords = "brand equity, co-creation, experience, Internet of things, servicescape, Smart services",
author = "Roy, {Sanjit K.} and Gaganpreet Singh and Megan Hope and Bang Nguyen and Paul Harrigan",
year = "2019",
month = "10",
day = "28",
doi = "10.1080/0267257X.2019.1680569",
language = "English",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor & Francis",

}

The rise of smart consumers : role of smart servicescape and smart consumer experience co-creation. / Roy, Sanjit K.; Singh, Gaganpreet; Hope, Megan; Nguyen, Bang; Harrigan, Paul.

In: Journal of Marketing Management, 28.10.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The rise of smart consumers

T2 - role of smart servicescape and smart consumer experience co-creation

AU - Roy, Sanjit K.

AU - Singh, Gaganpreet

AU - Hope, Megan

AU - Nguyen, Bang

AU - Harrigan, Paul

PY - 2019/10/28

Y1 - 2019/10/28

N2 - Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.

AB - Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.

KW - brand equity

KW - co-creation

KW - experience

KW - Internet of things

KW - servicescape

KW - Smart services

UR - http://www.scopus.com/inward/record.url?scp=85074598461&partnerID=8YFLogxK

U2 - 10.1080/0267257X.2019.1680569

DO - 10.1080/0267257X.2019.1680569

M3 - Article

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

ER -