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Value co-creation and co-destruction in the first cashless society in Colombia – a middle range theory approach
Information Technology & People ( IF 4.481 ) Pub Date : 2021-08-03 , DOI: 10.1108/itp-05-2020-0273
Aaron van Klyton 1 , Juan-Fernando Tavera-Mesias 2 , Wilson Castaño-Muñoz 3
Affiliation  

Purpose

The research examines the simultaneous processes of value co-creation and value co-destruction in the implementation of a mobile banking application in rural Colombia. Rural communities experience digital and financial deficits and often become the object of technology-based initiatives. In the town, vulnerable female heads of household received a government subsidy through a mobile app, becoming an experimental group for this government–private bank collaboration. In an effort to create the first cashless society in Colombia, the bank engaged the entire town and local government to create a service ecosystem, constituted by operant resources.

Design/methodology/approach

This study uses a qualitative, ethnographic approach to investigate the experiences of stakeholders in engaging with a mobile banking app. The empirical data is drawn from 34 interviews, representing different layers of this service ecosystem. The study identified and analysed actor engagement behaviours that occurred in the micro-, meso-, macro- and meta-layers of this ecosystem that shaped the perception and usage of mobile payments and digital money for rural consumers.

Findings

The study found that simultaneous manifestations of the co-creation and co-destruction of value present in different layers ultimately diminished the value proposition for this digital money system. We shed light on how actor engagement transitions across different layers of the ecosystem and that negative interactions in the meta-layer of the ecosystem can affect perceptions of value in the micro-layer.

Originality/value

This study has contributed to the service literature by integrating epistemological cultural theory into value co-creation and co-destruction construct. In doing so, we provide a broader context for understanding how actor engagement can negatively impact on the value creation process and offer a meaningful contribution to the development of midrange theory of the value creation process.



中文翻译:

哥伦比亚第一个无现金社会中的价值共创与共毁——一种中等范围的理论方法

目的

该研究考察了在哥伦比亚农村实施移动银行应用程序时价值共创和价值共毁的同步过程。农村社区面临数字和财政赤字,往往成为基于技术的举措的对象。在该镇,弱势女户主通过手机应用获得政府补贴,成为政府与私人银行合作的试点群体。为了在哥伦比亚创建第一个无现金社会,该银行与整个城镇和当地政府合作,创建了一个由运营资源构成的服务生态系统。

设计/方法/方法

本研究使用定性的人种学方法来调查利益相关者使用移动银行应用程序的体验。实证数据来自 34 次访谈,代表了该服务生态系统的不同层次。该研究确定并分析了该生态系统的微观、中观、宏观和元层中发生的参与者参与行为,这些行为塑造了农村消费者对移动支付和数字货币的感知和使用。

发现

研究发现,不同层中价值的共同创造和共同毁灭的同时表现最终削弱了这个数字货币系统的价值主张。我们阐明了参与者参与如何在生态系统的不同层之间转变,以及生态系统元层中的负面相互作用会影响微层中的价值感知。

原创性/价值

本研究通过将认识论文化理论融入价值共创和共毁建构,为服务文献做出了贡献。这样做,我们提供了一个更广泛的背景,以了解参与者的参与如何对价值创造过程产生负面影响,并为价值创造过程的中端理论的发展做出有意义的贡献。

更新日期:2021-08-03
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