relation: https://khub.utp.edu.my/scholars/15196/
title: Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence
creator: Siddique, J.
creator: Shamim, A.
creator: Nawaz, M.
creator: Faye, I.
creator: Rehman, M.
description: The increasing interest in online shopping in recent years has increased the importance of understanding customer engagement valence (CEV) in a virtual service network. There is yet a comprehensive explanation of the CEV concept, particularly its impact on multi-actor networks such as web stores. Therefore, this study aims to fill this research gap. In this study, past literature in the marketing and consumer psychology field was critically reviewed to understand the concept of CEV in online shopping, and the propositional-based style was employed to conceptualize the CEV within the online shopping (web stores) context. The outcomes demonstrate that the valence of customer engagement is dependent on the cognitive interpretation of signals that are prompted by multiple actors on a web store service network. If the signals are positively interpreted, positive outcomes such as service co-creation are expected, but if they are negatively interpreted, negative outcomes such as service co-destruction are predicted. These notions create avenues for future empirical research and practical implications. © Copyright © 2021 Siddique, Shamim, Nawaz, Faye and Rehman.
publisher: Frontiers Media S.A.
date: 2021
type: Article
type: PeerReviewed
identifier:   Siddique, J. and Shamim, A. and Nawaz, M. and Faye, I. and Rehman, M.  (2021) Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence.  Frontiers in Psychology, 11.   ISSN 16641078     
relation: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85101069186&doi=10.3389%2ffpsyg.2020.591753&partnerID=40&md5=b58a9d5908e0dc5b43be14568a68593c
relation: 10.3389/fpsyg.2020.591753
identifier: 10.3389/fpsyg.2020.591753