A New Paradigm for Transformative Service Research

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Liyanaarachchi, Gajendra
Thaichon, Park
Weaven, Scott
Griffith University Author(s)
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2019
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Wellington, New Zealand

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Abstract

This paper examines the concept of data vulnerability pertinent to personal information disclosure in the context of online services. Data vulnerability signifies a detrimental effect on the well-being of customers and can lead to disengagement with online services. This paper explores the impact of data vulnerability in manifesting service failure as a co-creator of value and subsequent value co-destruction. The study also investigates the cogency to establish Transformative service research (TSR) as a long-term solution for data vulnerability and create well-being for the customers and the stakeholders for the furtherance of the ecosystem. This study conducted 24 in-depth interviews on grounded theory methodology. The findings include forming Transformative online service (TOS model) as a new paradigm contributing to TSR domain and the development of a solid foundation to converse value co-destruction through emergent themes of value re-creation and synergy in the direction of value co-creation.

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Australian and New Zealand Marketing Academy Conference (ANZMAC 2019)

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© The Author(s) 2019. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).

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Marketing

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Liyanaarachchi, G; Thaichon, P; Weaven, S, A New Paradigm for Transformative Service Research, Australian and New Zealand Marketing Academy Conference (ANZMAC 2019), 2019