Impact of Individual and Innovative Differences on Customer Value Co Creation with Self Service Banks in Pakistan: The Mediating Effect of Trust

Purpose: The major aim of the study is to examine the banks’ differences and innovative features of digital banking services in terms of customer trust and belief with benevolence, integrity, and competence dimensions that will impact on customer value and co-creation behavior.Design/Methodology/Approach: The conceptual framework is based on different theories like the reasoned action theory, the planned behavior theory, the diffusion of innovation theory, the unified theory of acceptance and use of technology, performance expectancy, effort expectancy, social influence, and facilitating conditions. In this study, quantitative methods were used and questionnaires were filled for data collection. By using structural equation modeling hypotheses are tested and Confirmatory factor analysis is used to assess the model fitness and the dependability and efficacy of the data.Findings: There are three take aways from the results. First, individual differences lead to the trust of customers in customer value co-creation. Second, innovative features impact the trust of the customer in the usage of self-service banking. Third, banks’ differences and innovative features of digital banking services in terms of customer trust and belief impact Customer value and co-creation behavior.Implications/Originality/Value: This study appraised the individual and innovative differences on customer value co-creation with self-service banks in Pakistan: the mediating effect of trust that has never been examined in the existing literature.