TY - JOUR
T1 - Value co-creation and new service performance
T2 - mediated by value-informed pricing
AU - Taghizadeh, Seyedeh Khadijeh
AU - Rahman, Syed Abidur
AU - Marimuthu, Malliga
N1 - Publisher Copyright:
© 2021, Emerald Publishing Limited.
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2021/8/9
Y1 - 2021/8/9
N2 - Purpose: The purpose of this paper is to examine the influence of the dialogue, access, risk assessment and transparency model of value co-creation processes (dialogue, access, risk and transparency) on new service market performance (NSMP) with the mediating role of value-informed pricing in the context of business-to-business (B2B). Design/methodology/approach: The data were collected through a cross-sectional survey of 230 managers of the telecommunications industry in Malaysia and analyzed through structural equation modeling using SmartPLS v.3.3.3 software. Findings: This study found that dialogue and transparency are predictors of NSMP. The findings indicate that value-informed pricing plays a mediating role in the relationship between dialogue and transparency with NSMP. Practical implications: Disclosing pricing related information, providing up to date information to the customers, making clear to the customers about new offerings would certainly influence value-informed pricing. Thus, managers can enhance customer engagement in the interaction processes to better understand customer expectations of new services and how the new services should be priced. Originality/value: The link between value co-creation and value-informed pricing has been only conceptualized in literature. This study has opened a new stream of research, examining the relationship of interactional-based value co-creation process with value-informed pricing and NSMP in the context of B2B relationship from providers’ perspective.
AB - Purpose: The purpose of this paper is to examine the influence of the dialogue, access, risk assessment and transparency model of value co-creation processes (dialogue, access, risk and transparency) on new service market performance (NSMP) with the mediating role of value-informed pricing in the context of business-to-business (B2B). Design/methodology/approach: The data were collected through a cross-sectional survey of 230 managers of the telecommunications industry in Malaysia and analyzed through structural equation modeling using SmartPLS v.3.3.3 software. Findings: This study found that dialogue and transparency are predictors of NSMP. The findings indicate that value-informed pricing plays a mediating role in the relationship between dialogue and transparency with NSMP. Practical implications: Disclosing pricing related information, providing up to date information to the customers, making clear to the customers about new offerings would certainly influence value-informed pricing. Thus, managers can enhance customer engagement in the interaction processes to better understand customer expectations of new services and how the new services should be priced. Originality/value: The link between value co-creation and value-informed pricing has been only conceptualized in literature. This study has opened a new stream of research, examining the relationship of interactional-based value co-creation process with value-informed pricing and NSMP in the context of B2B relationship from providers’ perspective.
KW - B2B
KW - Customer–firm interaction
KW - New service market performance
KW - Value co-creation
KW - Value-informed pricing
UR - http://www.scopus.com/inward/record.url?scp=85112307003&partnerID=8YFLogxK
U2 - 10.1108/JBIM-10-2020-0469
DO - 10.1108/JBIM-10-2020-0469
M3 - Article
AN - SCOPUS:85112307003
JO - Journal of Business and Industrial Marketing
JF - Journal of Business and Industrial Marketing
SN - 0885-8624
ER -