"When channels interact": how omnichannel interactions are redefining value co-creation

Abstract

Building on the dominant logic of service, this article examines the effect of interaction via online and offline channels on consumers' value co-creation behavior. As expected, the results showed a positive effect of interaction with all possible sources on value co-creation. These findings enrich the theoretical understanding of value co-creation and omnichannel behavior. The sample consisted of 387 respondents, of whom 144 were men (37.2%) and 243 were women (62.8%). Data analysis identified three dimensions of interaction: interaction with frontline staff, virtual interaction (social network members/community manager), and interaction with other people (friends/community members/family). The results demonstrate that all three types of interaction have a positive effect on value co-creation. The theoretical and managerial implications, limitations, and future directions of the research are discussed.