Customer value co-destruction behaviors in smart service encounters: Scale development and cross-cultural validation.

With the increasing presence of smart services in the servicescape, customers' actions have become the foundation of the value formation process, which can either significantly foster or hinder it. This paper presents the development and validation of a customer value co-destruction behavior scale designed to assess customer behaviors that impede resource integration and lead to resource misuse within smart service encounters. Grounded in service-dominant logic, we employed both deductive and inductive approaches to develop the preliminary items, which were drawn from existing works on co-destruction and user-generated content (UGC). These items underwent purification and validation across four different samples from China and the United States. The final scale has a two-dimensional structure with 14 items: eight items for resource non-integration behavior and six items for resource misintegration behavior. The results confirm its reliability, validity, and measurement invariance across cultures. By providing an effective measurement instrument, the research empowers researchers and practitioners to investigate customer value co-destruction behavior in the smart services arena, enabling cross-cultural research and granting deeper insights into nuanced marketing strategies. • A customer value co-destruction behavior scale has been developed. • The first dimension is named neglecting and nonparticipation behaviors. • The second dimension is named misuse and disrupting behaviors. • The reliability and validity of this scale have been verified. • The MCFA test showed measurement invariance across cultures. [ABSTRACT FROM AUTHOR]