Service co-creation and value realisation

Authors: Hilton, Toni1; Hughes, Tim2; Chalcraft, David3

Source: Journal of Marketing Management, Volume 28, Numbers 13-14, 1 December 2012 , pp. 1504-1519(16)

Publisher: Routledge, part of the Taylor & Francis Group

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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.

Keywords: Service-Dominant Logic; resource integration; service co-creation; value potential; value proposition; value realisation

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2012.736874

Affiliations: 1: Regent's College, London, UK 2: University of the West of England, UK 3: University of Westminster, UK

Publication date: December 1, 2012

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