Service Experiential Attributes as the Basis of Customer Value Co-creation in Technology Product–Services: A Service-dominant Logic Perspective

Abstract

The process through which customers engage in value co-creation through their consumption experience lacks clarity. For value co-creation to be successful, all players, including customers, should be involved. Based on a service-dominant logic (SDL) perspective, this study examines four customer technology product–services with different levels of tangibility (video game consoles, smartphones, video games and TV streaming platforms). It aims to show how customer experiential attributes facilitate value co-creation, ultimately fostering customer satisfaction, perceived value and purchase intention. This study begins with an exploratory phase to identify key purchase decision experiential attributes. Next, an empirical phase is conducted, involving samples of 194 customers, or larger, for each product–service category. After that, the effect of the perceived performance of each attribute on satisfaction, perceived value and intentions is tested. Using structural equation modelling (SEM), these relationships are supported. The findings confirm that experiential attributes significantly contribute to value creation, allowing customers to decide their modes of interaction.