The Role of Technology in Service Co-Production Experiences: A Social Reading of Perceived Value
The aim of this article is to understand and identify the perceived values of service co-production experiences with and without technological devices, through the prism of social structure theory. A qualitative study followed by two quantitative studies were conducted in two restaurants. The first qualitative study revealed 8 types of values perceived from the consumer experience, categorized according to structural dimensions: significations, domination and legitimation. The two quantitative studies carried out in a service system, one with and one without technology, demonstrate how technological devices engender socially different interpretations in terms of structural properties and perceived values. This result enables us to formulate managerial recommendations on the design of technological devices for better appropriation by consumers.