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Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Elizabeth H. Manser Payne (Department of Marketing, University of South Dakota, Vermillion, South Dakota, USA and Department of Marketing, College of Business and Economics, University of Wisconsin Whitewater, Whitewater, Wisconsin, USA)
James Peltier (Department of Marketing, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA)
Victor A. Barger (Department of Marketing, College of Business and Economics, University of Wisconsin Whitewater, Whitewater, Wisconsin, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 1 February 2021

Issue publication date: 19 May 2021

8287

Abstract

Purpose

The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms.

Design/methodology/approach

A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling.

Findings

This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions.

Research limitations/implications

The sample consisted on digital natives. Additional age cohorts are needed.

Practical implications

As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance.

Originality/value

The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.

Keywords

Citation

Manser Payne, E.H., Peltier, J. and Barger, V.A. (2021), "Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms", Journal of Research in Interactive Marketing, Vol. 15 No. 1, pp. 68-85. https://doi.org/10.1108/JRIM-10-2020-0214

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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