The Relationship between Complementary Services and Service System Value Creation: A Case Study of eMarketplaces in Saudi Arabia

Many studies have suggested that service system service value creation is considered crucial for electronic and online systems. However few studies have focused on the success factors that drive it. This paper proposes a research model for determining the relationship between complementary services and the service system value of eMarketplaces in Saudi Arabia (SA). It was tested by Saudi online customers (n=337) divided into two groups: student (N=156) and non-student (N=181) based on their age, experience and their involvement in the technology. The findings have proven that there is a positive correlation between complementary services and service system value creation moderated by cultural values of SA.