Perceived Coolness and Consumer Expertise: A Service-Dominant Logic Outlook

摘要

1. Enhancing the understanding of value cocreation through product coolness 2. Empirically validating the SDL framework This study collects data online. Structural equation modeling used to analyze data. Value cocreation requires understanding of resources which coshape the consumers' expectations (Prahalad and Ramaswamy, 2004). Our results show that both consumer resource (Consumer expertise) and firm resource (Perceived Coolness) are positively linked with cocreated value (Customer experience). This finding is consistent with the service-dominant logic literature as per which value is cocreated through the interaction of firm and consumer resources. Consumer resources significantly influence cocreated multisensory experiences. Thus, developing customers' willingness to involve in the value creation process is critical. Firm resource, which is conceptualized as perceived coolness significantly enriches the multisensory experiences of consumers. Firms willingness to invest in understanding coolness phenomena reaps enormous dividends. Examples like Bose, Harley Davidson, PlayStation, and Apple have remarkable success stories weaved around coolness notion. Understanding of the value cocreation through the perceived coolness lens and upholding importance of consumer resources in the process makes this study a vital contribution to SDL literature evolution.