Customer value co-destruction behaviors in smart service encounters: Scale development and cross-cultural validation
开发并验证了一个测量智能服务接触中顾客价值共毁行为的量表，包含14个题项，分为资源非整合和资源误整合两个维度，并在中国和美国样本中验证了信效度和跨文化不变性。
With the increasing presence of smart services in the servicescape, customers’ actions have become the foundation of the value formation process, which can either significantly foster or hinder it. This paper presents the development and validation of a customer value co-destruction behavior scale designed to assess customer behaviors that impede resource integration and lead to resource misuse within smart service encounters. Grounded in service-dominant logic, we employed both deductive and inductive approaches to develop the preliminary items, which were drawn from existing works on co-destruction and user-generated content (UGC). These items underwent purification and validation across four different samples from China and the United States. The final scale has a two-dimensional structure with 14 items: eight items for resource non-integration behavior and six items for resource misintegration behavior. The results confirm its reliability, validity, and measurement invariance across cultures. By providing an effective measurement instrument, the research empowers researchers and practitioners to investigate customer value co-destruction behavior in the smart services arena, enabling cross-cultural research and granting deeper insights into nuanced marketing strategies.