Customer co-creation practices for service ecosystem multi-level well-being: evidence from e-commerce platforms in Vietnam

Purpose This study investigates the role of customer value-creating practices in (re)formation of service ecosystem well-being within e-commerce platforms, focusing on the platform co-creation processes facilitated by the DART (Dialogue, Access, Risk Assessment, Transparency) framework. Design/methodology/approach Data were gathered from major e-commerce platforms in Vietnam, with a cross-sectional design. The whole of 260 customer surveys was used to validate a research model using PLS-SEM. Findings Results highlights that the DART dimensions significantly enhance customer role readiness, which positively affects task support practices (both direct and vicarious), and subsequently, perceived service climate. A supportive service climate further promotes governance well-being and customer learning desire, underscoring the role of DART as the platform readiness for system-wide co-created values. Originality/value Grounded in service-dominant logic and structuration theory, this study is one of the first to posit that both platform readiness and customer role readiness act as important determinants for customer co-creation practices. Moreover, this is among the first to quantitatively investigate the well-being outcomes across the three levels of service ecosystems, which are customer learning (micro-), service climate (meso-) and governance well-being (macro level). Finally, the paper may be a pioneering work to validate the full interplay among structures (e.g. DART), actions (i.e. task support) and structures (i.e. service climate) within e-commerce platforms.