THE IMPLEMENTATION OF INTERACTION IN THE VALUE CO-CREATION PROCESS DURING REMOTE WORK

• Main Author: Neysa Amadea, Tiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57746
• Institution: Institut Teknologi Bandung

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, co-working space, 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. Further, this research aims to investigate the different perspectives between companies and customers, as well as to explore the influence of remote work on the value co-creation process and job satisfaction of the start-up’s employees. Focusing on customers and employees between 18 and 35 years old who lived in Greater Jakarta, Bandung and Surabaya areas, a survey through online distribution was dispersed. The data are collected from 33 start-up employees across industries (e-commerce, ridehailing, and fintech industries), and 145 samples from customers/users of these industries. Several findings in this study is including the existence of different perspectives in implementation of interaction in value co-creation process between company and customers, and value co-creation partially mediates the relationship between remote working and job satisfaction level of employee