The antecedents of post-initial adoption behavior in a S-D logic context: leveraging the power of the viral metaphor to advance service innovation adoption

Repercussions of innovation adoption and diffusion studies have long been imperative to the success of novel introductions. However, perceptions and deductions of current innovation understandings have been changing over time. The paradigm shift from the goods-dominant (G-D) logic to the service-dominant (S-D) logic potentially makes the distinction between product (goods) innovation and service innovation redundant as the S-D logic lens views all innovations as service innovations (Vargo and Lusch, 2004; 2008; Lusch and Nambisan, 2015). From this perspective, product innovations are in essence service innovations, as goods serve as mere distribution mechanisms to deliver service. Nonetheless, the transition to such a broadened and transcending view of service innovation necessitates concurrently a change in the underlying models used to investigate innovation and its subsequent adoption. The present research addresses this gap by engendering a novel model for the most crucial period of service diffusion within the S-D logic context – the post-initial adoption phase, which demarcates an individual’s behavior after the initial adoption decision of a service. As a wellfounded understanding of service diffusion and the complementary innovation adoption still lingers in its infancy, the current study develops a model based on interdisciplinary domains mapping. Here fore, knowledge of the relatively established viral source domain is mapped to the comparatively undetermined target domain of service innovation adoption. To assess the model and test the importance of the explanatory variables, survey data from 750 respondents of a bank in Northern Germany is scrutinized by means of Structural Equation Modeling (SEM). The findings reveal that the continuance intention of a customer, actual usage of the service and the customer influencer value all constitute important postinitial adoption behavior that have meaningful implications for a successful service adoption. Second, the four constructs customer influencer value, organizational commitment, perceived usefulness and service customization are evidenced to have a differential impact on a iv customer’s post-initial adoption behavior. Third, this study indicates that post-initial adoption behavior further underlies the influence of a user’s age and besides that is also provoked by the internal and external environments of service adoption. Finally, this research amalgamates the broad view of service innovation by Nambisan and Lusch (2015) with the findings ensuing this enquiry’s model to arrive at a framework that it both, generalizable and practically applicable. Implications for academia and practitioners are captured along with avenues for future research

Navigating the tensions of integrating lived experience in participatory healthcare design

Despite growing interest in participatory approaches to healthcare design, the integration of people's lived experience-direct, first-hand understanding of a certain condition, situation, or identity-remains a key challenge to meaningful participation. Through an interview study with 23 patients, designers, family caregivers, and healthcare professionals involved in participatory healthcare design initiatives, the authors identify underlying tensions associated with leveraging lived experiences in healthcare design and investigate how existing strategies for integrating lived experience relate to these tensions. In doing so, this research offers insights for practitioners regarding ways of strategically navigating tensions when integrating people's lived experience through design in complex healthcare contexts.info:eu-repo/semantics/acceptedVersio

Achieving continued usage in online banking:A post-adoption study

Purpose - Despite ample research on the adoption of online banking, the post-adoption phase remains largely neglected. The purpose of this paper is to develop a new conceptual model to investigate drivers, attitudes and behaviours in the post-adoption phase of the e-postbox, a co-creative online banking feature. Design/methodology/approach - Research from bank marketing, services marketing, information systems and relationship management informs the proposed post-adoption model. Empirical tests rely on structural equation modelling and a sample of 750 current customers of the e-postbox of a large German bank. Findings - The proposed model provides a multifaceted view of the post-adoption phase, including task-related, organisation-related and interpersonal communication-related drivers. This study reveals the importance of integrating dual interpersonal communication as a post-adoption driver and a post-adoption behaviour. It also extends the technology acceptance model by applying it to the post-adoption phase. Significant effects of age further suggest that younger customers express the most favourable attitudes towards and highest intentions to continue using the e-postbox; interestingly, older customers use it more and share more word-of-mouth. Research limitations/implications - This paper develops a post-adoption model that highlights the importance of continued usage for successful co-creation between the bank and its customers. Practical implications - Managers can encourage continued usage during the post-adoption phase of a co-creative, digitalised service, which determines the retention of current customers and opportunities to attain new customers. Originality/value - This study defines and establishes constructs for the post-adoption phase and categorises them according to post-adoption drivers, attitudes and behaviours