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Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

背景(考古学) 概念框架 数字化转型 金融服务 业务 知识管理 服务(商务) 独创性 服务交付框架 服务主导逻辑 营销 价值(数学) 共同创造 服务创新 定性研究 计算机科学 社会学 古生物学 社会科学 财务 机器学习 万维网 生物
作者
Elizabeth H. Manser Payne,Andrew J. Dahl,James W. Peltier
出处
期刊:Journal of Research in Interactive Marketing [Emerald (MCB UP)]
卷期号:15 (2): 200-222 被引量:141
标识
DOI:10.1108/jrim-12-2020-0252
摘要

Purpose Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and service delivery in their respective industries. Nonetheless, the issues surrounding AI services remain relatively unknown. The purpose for this paper is to offer a digital servitization framework for understanding how AI services impact value perceptions, consumer engagement and firm performance measures. The authors use the financial service ecosystem to explore this topic. Design/methodology/approach The authors explore relevant literature on digital servitization, service-dominant logic and AI/disruptive innovation. Next, a conceptual framework, organized by AI-Service Exchange Antecedents, Context of AI Usage and Digital Servitization Consequences, is developed. The authors conceptualize consequences for consumers and firms. Findings The main findings suggest that the linkages between consumers, financial institutions and fintech companies with AI usage in a service ecosystem should be identified; how value is created among multiple SD Logic-AI network actors should be analyzed; and the effects of AI-consumer interactions (lower-level and higher levels of engagement) on firm performance measures should be explored. Research limitations/implications The conceptual framework identifies gaps in the literature and suggests research questions for future studies. Practical implications This paper may assist practitioners with the development of AI-enabled banking activities that involve direct consumer engagement. Originality/value To the authors’ best knowledge, this research agenda is the first comprehensive framework for understanding value co-creation in the context of AI in financial services, linking antecedents, usage and consequences.
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