Online Consumers’ Satisfaction in Self-Collection: Value Co-Creation from the Service Fairness Perspective

ABSTRACT

E-commerce logistics services are increasingly offering innovative solutions that invite consumers’ co-creation. Although value co-creation empowers consumers, it also connotes a sense of exploitation. This study explores the fairness perspective of co-creating satisfactory logistics services, using self-collection service as an example. A theoretical model based on synthesized insights of Fairness Heuristics and Selective Information Processing was conceptualized and validated. Survey data were collected from 680 actual self-collection users. The findings show a three-pronged service evaluation process with consumers’ fairness perception as a central anchorage. Furthermore, the satisfaction formation process is moderated by consumers’ pre-formed beliefs leading to biased evaluations of co-creation experiences. This study contributes to literature with a contingent framework of consumers’ participation in logistics services, suggesting a heuristic-based process of value co-creation among the consumers. We also create practical insights on consumers’ preformed beliefs toward the logistics services and service providers that lead to a biased satisfaction formation process.

KEY WORDS:

• AND PHRASES: E-commerce
• Consumer logistics
• Last-mile delivery
• Self-collection
• Selective information processing
• Service fairness
• Value co-creation

Acknowledgment

This research was supported by the Chung-Ang University Research Grants in 2020. This research was also funded by Nanyang Technological University (COE Major Proposal Preparatory Grant).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Xueqin Wang

XUEQIN WANG ([email protected]) is an assistant professor at the Department of International Logistics, Chung-Ang University, South Korea. She received her Ph.D. from Nanyang Technological University, Singapore. Her research interests are in consumers’ participatory behaviors in the last-mile logistics from a value co-creation perspective. Dr. Wang’s research has been published in Journal of Service Theory and Practice, Journal of Retailing and Consumer Services, and International Journal of Physical Distribution and Logistics Management.

Kum Fai Yuen

KUM FAI YUEN ([email protected]) is an assistant professor at the School of Civil and Environmental Engineering, Nanyang Technological University, Singapore. His research interests include maritime transport management, sustainability, corporate social responsibility, last-mile delivery, shared transport and economy, and technology innovation management. His work has been published in Journal of Cleaner Production, Sustainable Cities and Society, International Journal of Physical Distribution and Logistics, Transport Policy, and Transportation Research Part A, D & E. Dr. Yuen is associate editor of Maritime Policy & Management and editorial advisory board member of Transportation Research: Interdisciplinary Perspectives and of Continuity & Resilience Review.

Chee-Chong Teo

CHEE CHONG TEO ([email protected]) is associate chair and senior lecturer in the School of Civil and Environmental Engineering, Nanyang Technological University, Singapore. His research interests are in the application of operations research to solve problems in supply chain, production and service operations. Dr. Teo’s research has been published in such journals as Manufacturing & Service Operations Management, Production & Operations Management, European Journal of Operational Research, IIE Transactions, and International Journal of Production Economics.

Yiik Diew Wong

YIIK DIEW WONG ([email protected]; corresponding author) is associate chair and associate professor in the School of Civil and Environmental Engineering, Nanyang Technological University, Singapore. He graduated with a Ph.D. degree in transportation engineering from the University of Canterbury, New Zealand. His research interests include sustainable urban mobility, road safety engineering, driver behaviors, active mobility, and freight transport & logistics. He is a chartered engineer.