Value co-creation: AI-driven service innovation and repeat adoption

Abstract

The book chapter applies managerial and marketing theories to examine value cocreation, drawing from Service-Dominant Logic, Service Science, Co-creation of Services (CCOS), and the Viable Systems Approach (VSA) to reinterpret this concept in the digital era. It integrates the VSA's Intelligence Augmentation (IA) and Information Variety Model (IVM) into its research framework. CCOS emphasizes customer participation and expertise in enhancing service experiences. The chapter explores AI's role in service ecosystems, focusing on how customer voluntary participation can moderate AI's impact on value co-creation, influencing perceived benefits and the risks affecting repeat adoption of AI-driven service platforms.