Collaborating online: the roles of interactivity and personalization

Lorena Blasco-Arcas, Blanca I. Hernandez-Ortega and Julio Jimenez-Martinez

The Service Industries Journal, 2014, vol. 34, issue 8, 677-698

Abstract: Collaborating with customers is considered a new source of competitive advantage so customer participation and involvement are emerging as key strategic factors. This research studies how interactivity and personalization influence both customers' participation during the online purchase of information services and their intentions to continue participating. It also analyzes whether personalization and interactivity improve customer involvement with the service purchased in online environments. Results verify the importance of interactivity and personalization to foster customer participation, involvement and intentions to continue participating. Moreover, it is found that interactivity moderates the effect of personalization, increasing its influence on service involvement and intentions to participate. This paper demonstrates the convenience of analyzing involvement and participation together in order to understand customer collaboration, as well as the importance of the purchase context from a participation and socialization perspective in the services arena.

Date: 2014
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DOI: 10.1080/02642069.2014.886190

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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