THE ROLE OF VALUE CO-CREATION IN E-COMMERCE TO IMPROVE MSME MARKETING PERFORMANCE

  • Mariana Simanjuntak Manajemen Rekayasa Fakultas Teknologi Industri Institut Teknologi Del
  • Arnaldo M. Sinaga Departemen of Applied science in Software Engineering Technology, Institut Teknologi Del, Indonesia
  • Humasak A. T. Simanjuntak Departemen of Information System, Institut Teknologi Del, Indonesia
Keywords: Website Service Quality, Value Co-Creation E-Commerce, Competitive Advantage, Adopting E-Business, Adoption Attention, Marketing Performance

Abstract

This study aims to investigate whether E-commerce Value Co-creation Ability can lead to the performance excellence of MSMEs. MSMEs' performance advantages and benefits may be realized when the unique value creation can be derived from the right and effective e-business and e-commerce platforms. To obtain actual conditions about the ability of digitalization to create new value in e-commerce, Participatory Observation is carried out. A total of 250 MSME participants participated in the digitalization training and were research samples. Data are obtained through the distribution of questionnaires. Questions are arranged based on the indicator of each variable. To analyze the validity and reliability, multivariate statistical techniques of confirmatory factor analysis and SEM modeling of Amos. Of the eight hypotheses designed, 6 of them were listed. In particular, the novelty variable (VCE) can be a solution or proven to be able to solve previous research gaps and improve Marketing Work while two hypotheses are rejected. MSME entrepreneurs need to develop an e-business strategy centered on creating shared value in e-commerce. The dominant logic of seeing e-business and e-commerce is centered on MSMEs with customers. The initiative and inspiration for e-commerce co-creation is a means of continuing MSMEs.

References

Abbad, M., Magboul, I. H. M., & AlQeisi, K. (2021). Determinants and outcomes of e-business adoption among manufacturing SMEs: Insights from a developing country. Journal of Science and Technology Policy Management. doi:10.1108/jstpm-03-2021-0049
AbdelAziz, K., Md Saad, N. H., & Thurasamy, R. (2021). Analysing the factors influencing customer engagement and value co-creation during COVID-19 pandemic: the case of online modest fashion SMEs in Egypt. Journal of Islamic Marketing. doi:10.1108/jima-09-2020-0294
Al-dweeri, R. M., Ruiz Moreno, A., Montes, F. J. L., Obeidat, Z. M., & Al-dwairi, K. M. (2019). The effect of e-service quality on Jordanian student’s e-loyalty: an empirical study in online retailing. Industrial Management & Data Systems, 119(4), 902-923. doi:10.1108/imds-12-2017-0598
Alsheyadi, A. (2020). Collaborative e-business efforts and firm performance. International Journal of Productivity and Performance Management, 71(1), 100-124. doi:10.1108/ijppm-11-2019-0516
Ballantyne, D., & Varey, R. J. (2008). The service-dominant logic and the future of marketing.
Ballantyne, D., & Varey, R. J. (2018). The service-dominant logic and the future of marketing. Journal of the Academy of Marketing Science (JAMS), 36(1), 11-11.
Beheshti, H. M., Salehi-Sangari, E., & Engstrom, A. (2006). COMPETITIVE ADVANTAGE WITH E-BUSINESS: A SURVEY OF LARGE AMERICAN AND SWEDISH FIRMS. 16(2).
Brandi, C., Morin, J.-F., & Stender, F. (2022). Do Greener Trade Agreements Call for Side-Payments? The Journal of Environment & Development, 31(2), 111-138. doi:10.1177/10704965221076070
Camilleri, M. A. (2021). E-commerce websites, consumer order fulfillment and after-sales service satisfaction: the customer is always right, even after the shopping cart check-out. Journal of Strategy and Management. doi:10.1108/jsma-02-2021-0045
Carvalho, A. M., Sampaio, P., Rebentisch, E., Carvalho, J. Á., & Saraiva, P. (2020). The influence of operational excellence on the culture and agility of organizations: evidence from industry. International Journal of Quality & Reliability Management, 38(7), 1520-1549. doi:10.1108/ijqrm-07-2020-0248
Chen, C.-D., Ku, E. C. S., & Yeh, C. C. (2019). Increasing rates of impulsive online shopping on tourism websites. Internet Research, 29(4), 900-920. doi:10.1108/intr-03-2017-0102
Copans, S. (2020). Service Dominant Logic, Co-production and Co-creation: Model Development and Specifications. Journal of Marketing and Consumer Research, 64. doi:10.7176/jmcr/64-03
Du, P., & Chou, H.-H. (2020). Sociomaterial practices for value co-creation in the sharing economy. Information Technology & People, 33(3), 963-982. doi:10.1108/itp-10-2018-0477
Ghosh, M. (2018). Measuring electronic service quality in India using E-S-QUAL. International Journal of Quality & Reliability Management, 35(2), 430-445. doi:10.1108/ijqrm-07-2016-0101
Goldman, S. P. K., van Herk, H., Verhagen, T., & Weltevreden, J. W. J. (2020). Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International Small Business Journal: Researching Entrepreneurship, 39(4), 350-371. doi:10.1177/0266242620962658
Grönroos, C., & Gummerus, J. (2014). The service revolution and its marketing implications: service logic vs service-dominant logic. Managing Service Quality, 24(3), 206-229. doi:10.1108/msq-03-2014-0042
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis 7th_Edition: Pearson Prentice Hall.
Hair, J. F., Jr., Anderson, R. E., & R.L., T. (2010). Multivariate Data Analysis With Readings: Englewood Cliffs, NJ: Prentice Hall.
Heredia Rojas, B., Liu, L., & Lu, D. (2018). Moderated effect of value co-creation on project performance. International Journal of Managing Projects in Business, 11(4), 854-872. doi:10.1108/ijmpb-03-2017-0033
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2016). S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161-185. doi:10.1007/s11747-016-0494-5
Hua, N. (2016). E-commerce performance in hospitality and tourism. International Journal of Contemporary Hospitality Management, 28(9), 2052-2079. doi:10.1108/ijchm-05-2015-0247
Isaías, P., Carvalho, L. C., Cassundé Junior, N., & Cassundé, F. R. (2019). e-Business management assessment: framework proposal through case study analysis. Journal of Information, Communication and Ethics in Society, 18(2), 237-254. doi:10.1108/jices-09-2019-0107
Jain, S., & Sundström, M. (2021). Toward a conceptualization of personalized services in apparel e-commerce fulfillment. Research Journal of Textile and Apparel, 25(4), 414-430. doi:10.1108/rjta-06-2020-0066
Jeon, M. M., & Jeong, M. (2017). Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438-457. doi:10.1108/ijchm-02-2015-0054
Kamran, S. M., Fan, H., Matiullah, B., Ali, G., & Hali, S. M. (2017). Ethnic communities: a factor of industrial clustering. International Journal of Social Economics, 44(10), 1290-1306. doi:10.1108/ijse-01-2016-0038
Liu, F., Xiao, B., Lim, E. T. K., & Tan, C.-W. (2017). The art of appeal in electronic commerce. Internet Research, 27(4), 752-771. doi:10.1108/IntR-09-2016-0280
Liu, Y., & Wang, T. (2021). Quality factors and performance outcome of cloud-based marketing system. Kybernetes, 51(1), 485-503. doi:10.1108/k-11-2020-0778
Maciaszczyk, M., Kwasek, A., Kocot, M., & Kocot, D. (2022). Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland. Sustainability, 14(4). doi:10.3390/su14042343
Manser Payne, E. H., Dahl, A. J., & Peltier, J. (2021). Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems. Journal of Research in Interactive Marketing, 15(2), 200-222. doi:10.1108/jrim-12-2020-0252
Matthew Hinton, C., & Tao, Y. (2006). Exploring sources of competitive advantage. Journal of Technology Management in China, 1(1), 92-106. doi:10.1108/17468770610642777
Mohd Rasdi, R., & Tangaraja, G. (2020). Knowledge-sharing behaviour in public service organisations: determinants and the roles of affective commitment and normative commitment. European Journal of Training and Development, 46(3/4), 337-355. doi:10.1108/ejtd-02-2020-0028
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(2).
Prahalad, C. K., & Ramaswamy, V. (2005). The Co-Creation Connection. Book.
Reimann, C. K., Carvalho, F. M. P. d. O., & Duarte, M. P. (2022). Adaptive marketing capabilities, market orientation, and international performance: the moderation effect of competitive intensity. Journal of Business & Industrial Marketing. doi:10.1108/jbim-08-2021-0391
Sarmah, B., Sharma, S., & Gupta, S. (2017). Antecedents of E-Business Adoption Intention: an Empirical Study. International Journal of Innovation Science, 9(4). doi:10.1108/IJIS-05-2017-0048
Sharma, G., & Lijuan, W. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library, 33(3), 468-485. doi:10.1108/el-10-2013-0193
Sharma, H., & Aggarwal, A. G. (2019). Finding determinants of e-commerce success: a PLS-SEM approach. Journal of Advances in Management Research, 16(4), 453-471. doi:10.1108/jamr-08-2018-0074
Shehata, G. M., & Montash, M. A. (2019). Driving the internet and e-business technologies to generate a competitive advantage in emerging markets. Information Technology & People, 33(2), 389-423. doi:10.1108/itp-10-2017-0360
Shen, L., Zhu, Y., Li, C., & Shah, S. H. H. (2021). How users' perceived prosumption activities influence co-creation experiences and co-creation intentions? Kybernetes. doi:10.1108/k-07-2021-0556
Simanjuntak, M., & Banjarnahor, A. R. (2021). Re-Investigating the Roles of Green Service-scape to Improve Tourism Performance Marketing Service Dominant Logic Perspective: A Literature Review. Quantitative Economics and Management Studies, 2(4), 214-232. doi:10.35877/454RI.qems344
Simanjuntak, M., & Farida, N. (2021). Empowering Service Value of Custom and Cultural Events to Tourism Destination Revisit: An Empirical Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(6). doi:10.13106/jafeb.2021.vol8.no6.1025
Simanjuntak, M., & Sukresna, I. M. (2022). The Role of Entrepreneurial Ecosystem Co-Creation in Enhancing Sustainable Business. https://proceeding.researchsynergypress.com/index.php/rsfconferenceseries1, 2(1), 30-41. doi:10.31098/bmss.v2i1.514
Situmorang, V., Simanjuntak, M., Togatorop, P., & Pratama, Y. (2022). Evaluation of Digital Capabilities and Digital Marketing Practices of Micro, Small, and Medium Business in Toba Regency. Jurnal Mantik, 5(4), 2793-2797.
Tregua, M., Brozovic, D., & D'Auria, A. (2021). 15 years of service-dominant logic: analyzing citation practices of Vargo and Lusch (2004). Journal of Service Theory and Practice, 31(4), 563-606. doi:10.1108/jstp-08-2019-0174
Tsironis, L. K., Gotzamani, K. D., & Mastos, T. D. (2017). e-Business critical success factors: toward the development of an integrated success model. Business Process Management Journal, 23(5), 874-896. doi:10.1108/bpmj-02-2016-0030
Van Doel, R. M., & Howell, G. (2022). Governance and culture within employee-owned companies. Journal of Participation and Employee Ownership, 5(1), 32-55. doi:10.1108/jpeo-09-2020-0026
Vargo, S., & Lusch, R. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23. doi:10.1007/s11747-015-0456-3
Vargo, S. L. (2018). MARKETING RELEVANCE THROUGH MARKET THEORY. Brazilian Journal of Marketing - BJMkt, 17(5). doi:10.5585/bjm.v17i5.4177
Vargo, S. L., & Lusch, R. F. (2007). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. doi:10.1007/s11747-007-0069-6
Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46-67. doi:10.1016/j.ijresmar.2016.11.001
Vargo, S. L., Lusch, R. F., & AK, M. (2004). Service Dominant Logic.
Wang, X., Wong, Y. D., Li, K. X., & Yuen, K. F. (2021). A critical assessment of co-creating self-collection services in last-mile logistics. The International Journal of Logistics Management, 32(3). doi:10.1108/IJLM-09-2020-0359
Winkler, T. J., & Wulf, J. (2019). Effectiveness of IT Service Management Capability: Value Co-Creation and Value Facilitation Mechanisms. Journal of Management Information Systems, 36(2), 639-675. doi:10.1080/07421222.2019.1599513
Xiao, Q., Siponen, M., Zhang, X., Lu, F., Chen, S.-h., & Mao, M. (2022). Impacts of platform design on consumer commitment and online review intention: does use context matter in dual-platform e-commerce? Internet Research. doi:10.1108/intr-03-2021-0152
Xu, C., Park, J., & Lee, J. C. (2021). The effect of shopping channel (online vs offline) on consumer decision process and firm's marketing strategy. Internet Research, 32(3), 971-987. doi:10.1108/intr-11-2020-0660
Yu, H., Liu, R., & Zheng, D. (2019). Interaction orientation based on value co-creation theory: scale development and validation. Journal of Contemporary Marketing Science, 2(3), 298-322. doi:10.1108/jcmars-08-2019-0027
Published
2022-08-25
How to Cite
Simanjuntak, M., M. Sinaga, A., & A. T. Simanjuntak, H. (2022). THE ROLE OF VALUE CO-CREATION IN E-COMMERCE TO IMPROVE MSME MARKETING PERFORMANCE. Proceeding International Conference on Information Technology, Multimedia, Architecture, Design, and E-Business, 2, 30-38. Retrieved from https://eprosiding.idbbali.ac.id/index.php/imade/article/view/703
Abstract dilihat 516 kali
FULL TEXT diunduh 413 kali