Creation and destruction of the perceived value of an intelligent service: application to the banking context[Création et destruction de la valeur perçue d'un service intelligent : application au contexte bancaire]

Research objectives: The objective of this research is to shed light on the sources of creation and destruction of the value of a smart service. It also aims to analyze how the value of a new smart service may be perceived differently from one consumer to another. Methodology: A qualitative exploratory study was conducted with 19 individuals in a smart banking service context. Semi-directive interviews were conducted using projective video. Results: The results identify two types of factors that may influence the perception of the value of smart banking: univalent factors related to security, privacy and price sacrifices and bivalent factors related to functional and utility dimensions. In addition, they identified a typology of consumers according to their perception of the benefits and sacrifices associated with this service (resistant, convinced, skeptical and hesitant). Managerial/societal implications: (1) Reinforce the positive perception of the functional and utilitarian dimensions of intelligent banking services, (2) ensure that the "convinced" act as ambassadors, (3) inform and reassure the "skeptics" and the "hesitant" about their sources of concern (security, privacy, etc.), (4) limit the nuisance power of resistance fighters. Originality: The identification of univalent factors impacting only negatively the perception of the value of intelligentservices and of bivalent factors that can impact (depending on the consumer) either negatively or positively this perception.