ENABLING THE CO-CREATION OF E-SERVICES THROUGH ENHANCING THE E-SERVICE QUALITY: THE CASE OF THE EGYPTIAN TELECOMMUNICATION SECTOR

摘要

The current wave of technological developments has shifted the way services are produced and delivered. Within this context, companies are progressively not only expanding their range of online and automated services (Herington and Weaven 2007) but also encouraging customers to co-create these services. However, consumer-technology interaction experience involves a highly complex, meaning-laden, long-term process; and that technology may trigger positive and negative feelings simultaneously (Mick and Fournier 1998). Furthermore, customers might have different expectations and vary considerably in their willingness to participate in the service co-creation process (Hankanen and Jaakkola 2012). Despite the intensive utilization of internet and information technology in distributing e-services, little attention has been paid hitherto to simultaneously examined e-service quality and consumers' willingness to co-create e-service in conjunction with consumer attitude and intention particularly within non-Western markets. In order to extend the outcome-based service experience stream in the literature, this paper aims to examine: (1) the impact of key e-service quality dimensions on consumer attitudes toward the website which in turn might play a role in affecting consumers' behavioral intention and (2) the impact of key e-service quality dimensions and consumers' behavioral intention on consumers' willingness to co-create e-services.