Abstract
Customer value co-creation plays an important role in creating desired values that can better satisfy customer needs. However, there are few studies on the relationship between service innovation and customer value co-creation. This study aims to investigate the influence of mobile banking service innovation (concept, technology, and process) on customer value co-creation intention (information sharing and feedback), and how such effects are moderated by cultural values (power distance, collectivism, masculinity, and uncertainty avoidance). Data was collected via questionnaires sent to customers using the mobile banking service of banks in Vietnam. The participants were requested to response to each question using a five-point Likert scale. The data was then analyzed by exploratory factor analysis, reliability analysis, and hierarchical regression analysis. The findings could enable appropriate strategies to facilitate customer value co-creation to be identified.
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Ngo, N.D.K., Kohda, Y., Huynh, VN. (2021). Analyzing the Relationship Between Service Innovation and Customer Value Co-creation Intention: The Case of Mobile Banking. In: Leitner, C., Ganz, W., Satterfield, D., Bassano, C. (eds) Advances in the Human Side of Service Engineering. AHFE 2021. Lecture Notes in Networks and Systems, vol 266. Springer, Cham. https://doi.org/10.1007/978-3-030-80840-2_53
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