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Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Elizabeth H. Manser Payne (Department of Marketing, University of South Dakota, Vermillion, South Dakota, USA)
Andrew J. Dahl (Department of Marketing, College of Business and Economics, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA)
James Peltier (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: 11 February 2021

Issue publication date: 21 June 2021

3454

Abstract

Purpose

Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and service delivery in their respective industries. Nonetheless, the issues surrounding AI services remain relatively unknown. The purpose for this paper is to offer a digital servitization framework for understanding how AI services impact value perceptions, consumer engagement and firm performance measures. The authors use the financial service ecosystem to explore this topic.

Design/methodology/approach

The authors explore relevant literature on digital servitization, service-dominant logic and AI/disruptive innovation. Next, a conceptual framework, organized by AI-Service Exchange Antecedents, Context of AI Usage and Digital Servitization Consequences, is developed. The authors conceptualize consequences for consumers and firms.

Findings

The main findings suggest that the linkages between consumers, financial institutions and fintech companies with AI usage in a service ecosystem should be identified; how value is created among multiple SD Logic-AI network actors should be analyzed; and the effects of AI-consumer interactions (lower-level and higher levels of engagement) on firm performance measures should be explored.

Research limitations/implications

The conceptual framework identifies gaps in the literature and suggests research questions for future studies.

Practical implications

This paper may assist practitioners with the development of AI-enabled banking activities that involve direct consumer engagement.

Originality/value

To the authors’ best knowledge, this research agenda is the first comprehensive framework for understanding value co-creation in the context of AI in financial services, linking antecedents, usage and consequences.

Keywords

Citation

Manser Payne, E.H., Dahl, A.J. and Peltier, J. (2021), "Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems", Journal of Research in Interactive Marketing, Vol. 15 No. 2, pp. 200-222. https://doi.org/10.1108/JRIM-12-2020-0252

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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