Value co-creation in e-services: The case of websites

Abstract

The objective of the research was to propose a conceptual model with the integration of the Technology Acceptance Model (TAM), Dynamic Capabilities Theory, and the Contingency Theory, and with the review and analysis of the topics e-Service Quality (e-SQ), e-Relationship Quality, e-Trust, e-Satisfaction, Disruptive Factors, Technology Platform, Customer Involvement and Interaction, Value Co-Creation and Continuous e-Loyalty. E-service is strategically used to create brand value. E-commerce will strongly depend on trust. Therefore, online companies must make and maintain a loyal customer base. The face-to-face pre-purchase research, post-purchase feedback, website, and social media technologies have changed e-commerce into more social commerce. The imposition of accelerated technology, consumer interaction, and the fierce COVID-19 pandemic are the factors that most influence value co-creation. The current crisis and new challenges affect the quality of relationships, consumer loyalty, and value co-creation.