Automated technologies: how do they enable value co-creation, value co-destruction & customer brand engagement?

As novel automated technologies continue to play an increasingly prominent role in value- based service settings, there is an increased likelihood that the way in which value is co-created and co-destructed will concomitantly change (Paschen et al., 2021; Van Esch et al., 2019). Such technology-induced changes, along with their impacts on customers’ experiences of value co-creation and value co-destruction, are the focus of this research. To this end, this research unveils a more accurate understanding of how novel automated technologies enable value co-creation, value co-destruction and customer brand engagement (CBE). On this basis, the thesis addresses four research objectives: (1) to explore how customers perceive the impact of brands’ automated technology on their experiences of value co-creation and value co-destruction; (2) to examine the variables influencing CBE when customers interact with brands’ automated technology; (3) to examine the CBE outcomes/consequences that occur when customers interact with brands’ automated technology; and (4) to examine customers’ reasons for using brands’ automated technology during service encounters. A mixed-method (qualitative and quantitative) approach is used for this research, consisting of semi-structured interviews and an online survey. Previous value co-creation research has primarily been qualitative or conceptual. For the first stage of data collection, 12 in-depth interviews were carried out. The sample included consumers who had interactions with the chatbot of at least one of the following brands: Asos, Amazon, Skyscanner and Vodafone. These interviews were conducted to explore how customers perceive the impact of brands’ automated technology (chatbots) on their experiences of value co-creation and value co- destruction. The findings indicate that customers’ experiences of value co-creation or value co- destruction are largely dependent on the characteristics of the chatbots they interact with. The chatbot characteristics identified include social presence, information quality, interactivity, personalisation, comprehension and empathy. For the second stage of data collection, an online survey was administered. The sample consisted of 736 consumers divided across Amazon, Vodafone, O2 and H&M. The respondents had prior interactions with these specific brands’/service providers’ chatbots. An online survey was conducted to examine the variables influencing CBE when customers interact with brands’ automated technology, the CBE outcomes/consequences that occur following automated service interactions and customers’ reasons for using these brands’ automated technology. The findings indicate that nine variables influence CBE in chatbot-enabled service settings: social presence, information quality, interactivity, personalisation and empathy, comprehension, utilitarian value, value co-creation and value co-destruction. Moreover, CBE was found to have a significant effect on customers’ continuance intention with the chatbot and brand intention. This research contributes to the value co-creation and CBE literature. Firstly, this research extends the value co-creation literature by exploring experiences of value co-creation and value co-destruction between customers and non-human actors (chatbots) within value-based service networks. Previous value co-creation research falls short in addressing the role nonhuman actors play in the value co-creation and value co-destruction process. Secondly, this research extends the value co-creation literature by revealing six key characteristics of chatbots and the role they play in the value co-creation and/or value co-destruction process. Previous value co-creation does not highlight the key characteristics of technology that facilitate customers' experiences of value co-creation or value co-destruction. Thirdly, this research extends the CBE literature by examining the 12 variables that influence CBE in automated (chatbot-enabled) service settings. Prior CBE research is yet to examine the variables that influence CBE in service settings that are chatbot driven. Fourth, this research extends the CBE literature by examining the impact of value co-creation and value co-destruction on CBE in settings where chatbots facilitate customer-brand interactions. Previous CBE research has not examined the impact value co-creation and value co-destruction have on CBE in chatbot driven service settings. Fifth, this research extends the CBE literature by examining customers’ intention to continue using the chatbot as a consequence/outcome of CBE fostered in chatbot-enabled service settings. Previous CBE research is yet to examine the customers’ continuance intention with the chatbot as an outcome of CBE in chatbot driven service settings.As novel automated technologies continue to play an increasingly prominent role in value- based service settings, there is an increased likelihood that the way in which value is co-created and co-destructed will concomitantly change (Paschen et al., 2021; Van Esch et al., 2019). Such technology-induced changes, along with their impacts on customers’ experiences of value co-creation and value co-destruction, are the focus of this research. To this end, this research unveils a more accurate understanding of how novel automated technologies enable value co-creation, value co-destruction and customer brand engagement (CBE). On this basis, the thesis addresses four research objectives: (1) to explore how customers perceive the impact of brands’ automated technology on their experiences of value co-creation and value co-destruction; (2) to examine the variables influencing CBE when customers interact with brands’ automated technology; (3) to examine the CBE outcomes/consequences that occur when customers interact with brands’ automated technology; and (4) to examine customers’ reasons for using brands’ automated technology during service encounters. A mixed-method (qualitative and quantitative) approach is used for this research, consisting of semi-structured interviews and an online survey. Previous value co-creation research has primarily been qualitative or conceptual. For the first stage of data collection, 12 in-depth interviews were carried out. The sample included consumers who had interactions with the chatbot of at least one of the following brands: Asos, Amazon, Skyscanner and Vodafone. These interviews were conducted to explore how customers perceive the impact of brands’ automated technology (chatbots) on their experiences of value co-creation and value co- destruction. The findings indicate that customers’ experiences of value co-creation or value co- destruction are largely dependent on the characteristics of the chatbots they interact with. The chatbot characteristics identified include social presence, information quality, interactivity, personalisation, comprehension and empathy. For the second stage of data collection, an online survey was administered. The sample consisted of 736 consumers divided across Amazon, Vodafone, O2 and H&M. The respondents had prior interactions with these specific brands’/service providers’ chatbots. An online survey was conducted to examine the variables influencing CBE when customers interact with brands’ automated technology, the CBE outcomes/consequences that occur following automated service interactions and customers’ reasons for using these brands’ automated technology. The findings indicate that nine variables influence CBE in chatbot-enabled service settings: social presence, information quality, interactivity, personalisation and empathy, comprehension, utilitarian value, value co-creation and value co-destruction. Moreover, CBE was found to have a significant effect on customers’ continuance intention with the chatbot and brand intention. This research contributes to the value co-creation and CBE literature. Firstly, this research extends the value co-creation literature by exploring experiences of value co-creation and value co-destruction between customers and non-human actors (chatbots) within value-based service networks. Previous value co-creation research falls short in addressing the role nonhuman actors play in the value co-creation and value co-destruction process. Secondly, this research extends the value co-creation literature by revealing six key characteristics of chatbots and the role they play in the value co-creation and/or value co-destruction process. Previous value co-creation does not highlight the key characteristics of technology that facilitate customers' experiences of value co-creation or value co-destruction. Thirdly, this research extends the CBE literature by examining the 12 variables that influence CBE in automated (chatbot-enabled) service settings. Prior CBE research is yet to examine the variables that influence CBE in service settings that are chatbot driven. Fourth, this research extends the CBE literature by examining the impact of value co-creation and value co-destruction on CBE in settings where chatbots facilitate customer-brand interactions. Previous CBE research has not examined the impact value co-creation and value co-destruction have on CBE in chatbot driven service settings. Fifth, this research extends the CBE literature by examining customers’ intention to continue using the chatbot as a consequence/outcome of CBE fostered in chatbot-enabled service settings. Previous CBE research is yet to examine the customers’ continuance intention with the chatbot as an outcome of CBE in chatbot driven service settings