Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective

Commodities are products with low economic value, but when related to experience, they can turn into profitable businesses. In the present work, the authors seek to understand consumer behavior in the coffee industry, guided by the following research question: How can customer experience affect price perception? To answer this question, the researchers conducted an analysis using the four realms of experience from Pine and Gilmore (1999, 2011) – entertainment, education, esthetics, and escapist – and how they behave according to different kinds of customer experience, as well as their relation to price perception. To understand this, the authors conducted qualitative research with 40 consumers in two important coffee companies: Starbucks and Costa Coffee. The coffee shops analyzed are located in the city of Marbella, Spain. The results of this research show that customers are aware of the price discrepancy, but still frequenting coffee shops for different experiences according to their interests. This work is groundbreaking because of the analysis of the four realms of experience and its correlation with the price perception. The authors also introduced to the customer experience field the analysis of the four realms in the coffee shop industry. Finally, from the research results, the authors suggest various managerial practices that can improve customer experience and the perception of prices.

This paper explores the effect of online community interaction on value co-creation. The goal is to investigate internal factors influencing value co-creation through the SEM model and offer company managers effective management advice. This study investigates 485 customers in Xiaomi and Huawei online communities in China. An online questionnaire survey and convenient sampling are used, and a quantitative research method is adopted. The results of empirical analysis show that online community interaction, including human interaction (β = 0.141, p < 0.05) and human-computer interaction (β = 0.126, p < 0.05) positively affect value co-creation. Meanwhile, both human interaction (β = 0.300, p < 0.001) and human-computer interaction (β = 0.371, p < 0.001) significantly affect flow experience. Then flow experience (β = 0.689, p < 0.001) positively affects community identity and community identity (β = 0.488, p < 0.001) positively affects value co-creation. Yet, both human interaction (β = 0.051, p = 0.301) and human-computer interaction (β = 0.010, p = 0.858) do not significantly affect community identity. Flow experience (β = 0.032, p = 0.676) does not positively affect value co-creation. The results also show that neither flow experience alone nor community identity alone can play an intermediary role between online community interaction and value co-creation. Flow experience and community identity play a partial chain-intermediary effect between online community interaction and value co-creation.

Finally, online community interaction, on the one hand, directly affects value co-creation, on the other hand, it indirectly affects value co-creation via chain-mediating factors comprised of flow experience and community identity. This study provides a theoretical foundation for companies to use psychological factors to promote customers taking part in value co-creation to enhance enterprise competitiveness.

Acknowledgment
The study is supported by the project: School of Business Administration Discipline Construction Funding Research Project, Guangxi University of Finance and Economics, China (No.12, 2016).

The emergence of digital technology has fundamentally transformed how businesses generate value for their customers. One of the critical components of this paradigm shift in digital transformation is improving customer experience, which benefits both consumers and organizations.
This study aims to evaluate customer experience and its influence on customer satisfaction and loyalty in the digital wallet domain. It also analyzes the moderating role of loyalty programs. This study was conducted in the Indian context since, alongside advancements in technology and a focus on digitalization, there has been a substantial increase in the acceptance of cashless payment options. The data from 349 respondents using the snowball sampling technique were collected through Google Forms, and SmartPLS 4.0 was used for analysis.
The results showed that loyalty and satisfaction are significantly influenced in the digital wallet domain if organizations work on factors affecting customer experience. The results also proved that loyalty programs moderate the relationship between customer experience and customer satisfaction.
This analysis successfully unlocked the potential of loyalty programs and established that loyalty programs do not moderate customer loyalty. However, organizations must note that poorly designed loyalty programs are just like any other sale promotion scheme, which adds up to the promotional expense without achieving the overall long-term objective of sustaining loyal consumers.