Over the past two decades, marketing literature has undergone a shift from a purely rational- to a more experiential view, which recognizes the growing focus on customer experience management as a pivotal strategic imperative. Explained to augment the overall firms’ performance, customer experience is progressively being employed as one of the most convincing marketing strategies. The increasing focus on customer experience rises because customers are now no more passive audience rather considered as active players in the creation of value where they co-create experience together with other actors in a service eco-system. They have numerous opportunities to interact with firms through multiple touchpoints in manifold channels and media, resulting in co-creative unique experience. The growing use of internet medium, the multitude of technology-enabled interfaces, and the customers’ spending of a considerable amount of time online stressed the need of managing online customer experience (OCX). This emphasizes the need for co-creating effective customer experiences through well-designed web pages, online tools, and service networks. Consequently, marketers are making substantial investments in providing customers seamless online experiences and immediate co-creative customized solutions.

Despite the practical and academic interest in the concept of OCX and value co-creation (VCC), as of today, the frameworks integrating the psychological thoughts behind actors' engagement in VCC, and its creation of OCX have not been thought of, especially the ones that incorporate the technological aspects. Therefore, deep insights are required to discover the psychological factors of customers' (and other actors) engagement in VCC and how the co-creation activities in a virtual platform result in OCX.

This Research Topic will make a clear and important contribution to the VCC and OCX research. Consistent with the abovementioned background, this special issue attempts to develop OCX theory integrated with co-creative approaches and engender practical acumen relating to OCX for sustainable marketing solutions.

We welcome conceptual, methodological, and empirical contributions (qualitative or quantitative) in a range of viewpoints that offer understanding into the key topic of this Research Topic.

Topics included but not limited are:

• Conceptual development of VCC and OCX through different theories (e.g., Uses and Gratifications Theory)

• Role of VCC and OCX in streamlining customer decision making journey.

• VCC and OCX through technological developments (for example, Augmented Reality, Artificial Intelligence, Virtual Reality).

• VCC and OCX via Mobile applications.

• Dimensions, Drivers, Outcomes, and barriers of VCC and OCX.

• Moderators between VCC and OCX and customer purchase decisions.

• VCC and OCX through Web design, device, and interface elements and their effect on user behavior.

• Role of self-service technology in VCC and OCX.

• VCC and OCX in emerging markets.

• Psychology of actors’ engagement in value co-creation.

• Motivation, Attitude, and behavior in VCC and OCX.

• Psychology and emerging service systems.

• OCX, value co-creation for sustainability.

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Frontiers in Psychology

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