AN AGGREGATE MODELLING APPROACH TO EXAMINE THE ROLE OF TECHNOLOGY IN OPERANT AND OPERAND RESOURCES FOR VALUE CREATION

The purpose of this study is to investigate the relationship between the three types of resources, namely, operant resources, operand resources, and technology, and examine the influences on the created value from the service-dominant logic (S-D logic) perspective. Specifically, it aims to examine the dual role of technology in bridging operant resources and operand resources from S-D logic. It then builds a research model for the impacting path of resources on value by using structural equation modelling (SEM) technique expressed in a series of equations among multiple variables (endogenous and exogenous variables). For the empirical study, we adopt proxy variables as observable variables in representing latent or unobservable variables. By collecting aggregate data, each endogenous and exogenous variable, including operant resources, operand resources, technology and value, is modelled by a system of equations that represents possible substitutions in terms of observable variables. The estimation results demonstrate meaningful managerial implications. Operant resources are fundamental resources by which actors utilise technology and operant resources and therefore derive value for the actors. Without the drive of operant resources, technology and operant resources by themselves cannot derive value. Furthermore, the role of technology is instrumental in linking operant resources with operand resources to create value, validating the dual role of technology for the two types of resources. Technology by itself cannot produce value. However, if actors can integrate the applications and uses of technology with the consumption of operand resources, they will derive the desired value. More and more authors have devoted themselves to the empirical studies on S-D logic areas. Very few of them, however, have found evidence to use aggregate national data to examine the effect of operant resources, operand resources and technology on the value. These findings, therefore, have become the key contributions.