Anticipatory value-in-use in early-stage digital health service transformations: How consumers assess value propositions before and after abrupt, exogenous shocks

Andrew J. Dahl, James W. Peltier and Eric L. Swan

Journal of Business Research, 2023, vol. 163, issue C

Abstract: Digital service transformations affect how consumers experience value-in-use. Yet, the process consumers use to evaluate value propositions for emergent, early-stage service transformations remains unclear. This is especially true for digital service transformations brought on by exogenous shocks requiring a near-immediate response. The abrupt lockdown of face-to-face services in response to the COVID-19 pandemic forced many organizations to launch remote offerings with little prior usage. In a telemedicine context, we develop an Anticipatory Value-in-Use Framework, investigating how consumers’ value-in-use process for a digital service transformation unfolds across three stages: value-in-use prerequisites, anticipatory value co-creation, and anticipatory value-in-use. Using SmartPLS we analyze 669 responses collected pre- and post-COVID-19 lockdown. Our results demonstrate the framework offers a consistent conceptualization of how consumers formulate anticipatory value-in-use when actual experience with the service transformation is lacking. However, consumers may weigh factors differently following exogenous shock-imposed transformations, requiring marketers to carefully articulate a transformation’s value propositions.

Keywords: Value-in-use; Digital transformation; Service-dominant logic; Digital health; Value co-creation; Telemedicine (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:163:y:2023:i:c:s0148296323002680

DOI: 10.1016/j.jbusres.2023.113910

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