The Implementation of Interaction in the Value Co-Creation Process During Remote Work: The Employee Perspective

Abstract

Since the beginning of 2020, remote work has increased rapidly by companies due to the pandemic, giving employees the flexibility to choose where they work (e.g. home, coffee shop, etc.) However, the new way of work limits some interaction in terms of frequency or intention, which is important to develop value co-creation strategies between the company and customers/users, which results in value creation that benefits each other. Value co-creation is essential for helping start-up companies to remain competitive in the industrial market. This research studied the e-commerce, ride-hailing, and fintech start-up companies that should be agile in adapting to a dynamic market while facing the challenge from the pandemic hit. The interactions in the value co-creation process are assessed with the DART (dialogue, accessibility, risk-benefit and transparency) aspect from Prahalad and Ramaswamy (2004) concept. The findings highlight the differences perspective between company and customers concerning to interaction in value co-creation process, and value co-creation mediates partially the relationship between remote working and job satisfaction.

Keywords: Interaction (DART), Job Satisfaction, Remote Working, Start-Up, Value Co-Creation.