Artificial intelligence and value co-creation: a review, conceptual framework and directions for future research

B. Ravi Chandra · Zillur Rahman

104 citations0/0 files storedJournal of Service Theory and Practice

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Service and Product Innovation Customer Service Quality and Loyalty AI in Service Interactions

Abstract

Purpose Artificial intelligence (AI) has a significant impact on value co-creation (VCC). However, a study providing a comprehensive summary of the current state of the art and common ground of the two fields is missing. The current study aims to fill this gap by conceptualizing the role of AI in VCC and customer decision-making. Design/methodology/approach The study reviews literature on VCC and AI together, including a total of 108 articles. To bring the literature together, the authors adopted the antecedents-mediators-outcomes framework and narrative approach that helped them develop a framework by integrating the antecedents, mediators and outcomes of AI-facilitated VCC. Furthermore, the authors also operationalized existing literature to facilitate an understanding of the role of AI in customer decision-making. Findings The study, in addition to identifying the common theoretical grounds of VCC and AI (human behavior, cognition and social interactions), operationalizes AI functionality, its characteristics and customer characteristics as the antecedents of AI-facilitated VCC. Moreover, based on literature, on the continuum of low-to-high involvement, four types of decision-making were identified as mediator of the relationship between AI characteristics, customer characteristics and VCC. Additionally, the authors found different categorizations of AI in literature as archetypes to support various forms of VCC. Originality/value The study contributes to the literature of VCC and AI by construing a comprehensive framework for analyzing AI's impact on VCC, envisioning customer–AI interaction as continual exchange of advantages in which characteristics of AI and customers play a critical role in customer decision-making and shaping VCC.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2003Evolving to a New Dominant Logic for Marketing 2001Consumer perceived value: The development of a multiple item scale 2004Co-creation experiences: The next practice in value creation 2015Institutions and axioms: an extension and update of service-dominant logic 2007Managing the co-creation of value 2021Artificial Intelligence and Management: The Automation–Augmentation Paradox

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