Service co-creation and value realisation
Source: Journal of Marketing Management, Volume 28, Numbers 13-14, 1 December 2012 , pp. 1504-1519(16)
Abstract:The notion of value co-creation is central to the discourse of Service-Dominant Logic (S-D logic) yet there remains little agreement among academics seeking to explain or research the value co-creation process. We distinguish service co-creation from the S-D logic notion of value co-creation, and conceptualise service co-creation as a process comprising value potential, resource integration, and resource modification. Value, being a personal evaluative judgement, cannot be co-created; rather it is realised by actors as an outcome of service co-creation. We define service co-creation as planned resource integration behaviours by actors intended to realise a value proposition. We provide guidance to assist practitioners seeking to enhance the value their customers might realise.
Document Type: Research Article
Publication date: December 1, 2012