Mobile-based value co-creation: contextual factors towards customer experiences

Purpose: Collecting information from and interacting with customers through mobile platforms for personalization purposes have become a trend. While mobile-based value co-creation has attracted wide research attention, a noticeable gap exists regarding what might potentially affect the firm–customer interaction process through which value is co-created. This paper aims to explore how customers exchange information and communicate with firms through mobile applications for value co-creation purposes in a travel context. Design/methodology/approach: Based on a constructivist research paradigm, this study adopted a qualitative research design. Data were collected through semi-structured interviews and were analyzed following narrative analysis approach. Findings: The findings highlight the contextual factors (individual characteristics, trip characteristics and computer-mediated communication characteristics) that facilitate and inhibit the firm–customer interaction process. Practitioners are suggested to put more efforts on creating stimuli for interactions and managing customer expectation. Research limitations/implications: This study goes beyond technology adoption and focuses on customers’ post-adoption stage. The findings shed light on the important role of the service provider in facilitating effective interactions for value co-creation with customers. Originality/value: This study focuses on the interaction process, rather than the antecedents and outcomes of mobile-based value co-creation. It contributes empirical evidence on how customers co-create value and why some situations present better opportunities for successful value co-creation.