The flipped side of customer perceived value and digital technology in B2B professional service context

The paper investigates how digital technology interacts with service quality dimensions to influence customer perceived value in a B2B service context. Based on a sample of 547 corporate customers in the insurance sector in Vietnam, our research contributes to services marketing literature by examining customer perceived value when digital technology is utilized to enhance service quality. Contrary to existing research findings, our results suggest that applying digital technology in the B2B context have varying outcomes depending on the dimensions of service quality. Our findings indicate that digital technology enhances customer perceived value when firms provide outcome quality and environment quality for their clients. Indeed, utilizing digital technology could create a flipped effect on customer perceived value if firms do not balance their service quality provision with the application of technology. Our study thus calls for caution in the application of digital technology in the B2B professional service context.