Abstract for: Impact of the relational motive to co-create value on service quality
The purpose of this study is to develop a theory explaining how the relational motive to co-create value (RMCCV) affect service quality and vice versa, through internal feedback processes in an B2B IT context. A system dynamics simulation model is developed that captures the structures of service management and integrates the RMCCV. The results show that the RMCCV interact with decision rules for service capacity management, expectations and goals that impact on service quality, which in turn impacts the client’s RMCCV. Results also show that the decision rules can interact with the RMCCV generating an unintended process of erosion of service quality, that reinforces itself over time. This study is the first using a system dynamics model to explain the development over time of the RMCCV. It is also the first system dynamics model explaining the changes in the behaviour of service quality, caused by the motives to co-create value. And it is the first system dynamics model using the client’s motivations, resources and capabilities within the model boundaries. Moreover, the model developed in this study will allow the development and testing of new strategies and policies by researchers interested in managing the motives to co-create value.