Smart Service Technologies Creating Value: The Role of Emotions

Digital transformation and smart technologies are not only changing the way value is created in service encounters, but they are also offering new ways to gather and analyze data of customer behavior, affections, and perceptions. Both positive and negative emotions coexist in the smart service encounters, and by identifying the drivers for positive and negative affections, the service providers can fine-tune the technological attributes related to the service. The purpose of this paper is to propose a conceptual framework to analyze emotions that can be applied in future empirical studies to examine the role of positive and negative emotions in customer perceived value in the case of smart service technology adoption.