Designing an information technology-enabled framework in the retail service ecosystem

Muhammad Farrukh Abid, Amjad Shamim, Park Thaichon, Sara Quach and Junaid Siddique

Technological Forecasting and Social Change, 2025, vol. 215, issue C

Abstract: Despite the significant importance of service innovation in a value-centered retail environment, less is explored regarding its conceptualization through firms' information technology (IT) based strategic capabilities to promote the value formation process in a retail service ecosystem. To address this gap, this study aims to develop an integrated framework based on the concepts of service-dominant logic and resource advantage theory. By conducting 24 in-depth interviews (12 with employees and 12 with customers) across various non-fuel retail stores commonly referred to as tuck shops, this study highlights the significant role of firms' strategic IT-enabled capabilities in enhancing service process innovation and customer service. These IT capabilities, combined with service process innovation and customer service, not only create opportunities for value co-creation through resource exchange (value-in-exchange) but also enable customers to create value through individual service consumption (value-in-use). The findings further suggest co-creation experience within the retail ecosystem is shaped by customers' emotional involvement, role projection, and escapism, which collectively determine their value-in-experience. Finally, the proposed framework offers valuable implications for practitioners, emphasizing the need to design more integrative IT-enabled platforms to achieve improved customer value outcomes.

Keywords: Information technology; Service innovation; Service-dominant logic; Value co-creation; Experiential value; Retail service ecosystem (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:215:y:2025:i:c:s004016252500109x

DOI: 10.1016/j.techfore.2025.124078

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