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Designing an information technology-enabled framework in the retail service ecosystem

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  • Abid, Muhammad Farrukh
  • Shamim, Amjad
  • Thaichon, Park
  • Quach, Sara
  • Siddique, Junaid

Abstract

Despite the significant importance of service innovation in a value-centered retail environment, less is explored regarding its conceptualization through firms' information technology (IT) based strategic capabilities to promote the value formation process in a retail service ecosystem. To address this gap, this study aims to develop an integrated framework based on the concepts of service-dominant logic and resource advantage theory. By conducting 24 in-depth interviews (12 with employees and 12 with customers) across various non-fuel retail stores commonly referred to as tuck shops, this study highlights the significant role of firms' strategic IT-enabled capabilities in enhancing service process innovation and customer service. These IT capabilities, combined with service process innovation and customer service, not only create opportunities for value co-creation through resource exchange (value-in-exchange) but also enable customers to create value through individual service consumption (value-in-use). The findings further suggest co-creation experience within the retail ecosystem is shaped by customers' emotional involvement, role projection, and escapism, which collectively determine their value-in-experience. Finally, the proposed framework offers valuable implications for practitioners, emphasizing the need to design more integrative IT-enabled platforms to achieve improved customer value outcomes.

Suggested Citation

  • Abid, Muhammad Farrukh & Shamim, Amjad & Thaichon, Park & Quach, Sara & Siddique, Junaid, 2025. "Designing an information technology-enabled framework in the retail service ecosystem," Technological Forecasting and Social Change, Elsevier, vol. 215(C).
    • Handle: RePEc:eee:tefoso:v:215:y:2025:i:c:s004016252500109x
    DOI: 10.1016/j.techfore.2025.124078
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