Institutions and technology in the value co-creation process of restaurant consumers: a service-dominant logic perspective

Purpose This study aims to examine the influence of institutions and technology on value co-creation outcomes. These outcomes include strategic benefits, value-in-context and novel operant resources. The problem in this study is analyzed based on the perspective of service-dominant logic or the service ecosystem. Design/methodology/approach Primary data collection was carried out using a questionnaire through an online survey. All indicators are measured using a seven-point Likert scale. The exploratory factor analysis technique was applied to test the construct validity. We obtain data from 358 McDonald's restaurant consumers. Furthermore, nine hypotheses were tested using simple and multiple linear regression. Findings The results of this study proved that the nine proposed hypotheses were not rejected. Technology has been shown to significantly influence institutions, and both institutions and technology have also been shown to influence strategic benefits. Furthermore, institutions, technology, strategic benefits and novel operant resources are shown to influence value-in-context. Finally, institutions and technology are proven to influence novel operant resources. Research limitations/implications The research focused solely on the fast-food restaurant sector of Indonesia, and thus, the results may not be applicable to other service sectors. Manager engagement is needed in the value co-creation process and the sustainability of the service ecosystem. Furthermore, technology and institutions need to be built through dialogical interactions and shared understanding to more effectively implement the corporate strategy. Originality/value This research offers several novel contributions: the design of new instruments and an empirical model. Besides, the authors analyze several relatively new constructs, such as technology, institutions, novel operant resources, strategic benefits and value-in-context.