Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic

Abstract

PurposeNoting that a fundamental tenet of service‐dominant (S‐D) logic is the co‐creation of value‐in‐use, this paper aims to explore the theoretical possibility that the interactions between service systems cannot only co‐create value, but also have adverse consequences leading to actual value co‐destruction.Design/methodology/approachThis conceptual paper critically reviews the dominance of value co‐creation and value‐in‐use in S‐D logic. Noting the relative lack of research in the converse possibility, the study proposes and explores the implications of value co‐destruction as a new concept which should be introduced within the framework of S‐D logic.FindingsThe study proposes a formal definition for the new proposed concept of value co‐destruction. It describes in detail the process by which it occurs, showing that value can be co‐destroyed through the interactions between different systems, resulting in value destruction‐through‐misuse. Indeed, value co‐destruction occurs when a service system accidentally or intentionally misuses resources (its own resources and/or those of another service system) by acting in an inappropriate or unexpected manner.Research limitations/implicationsThis paper is purely conceptual and exploratory. Empirical examination of the theoretical findings regarding value‐co‐destruction is required. Possible avenues of interest for such empirical research of value co‐destruction are suggested.Practical implicationsLimiting the occurrence of misuse by aligning the mutual expectations of interacting service systems should reduce the risks of value co‐destruction. Recovering from misuse should also be considered.Originality/valueThis study is apparently the first to have introduced the notion of value co‐destruction into the conceptual framework of S‐D logic.

Value-creation space: The role of events in a service-dominant marketing paradigm

“…The philosophy provides a coherent foundation for the integral proposition that the many and varied events hosted by organisations each year have profound scope and meaning, much more than extant literature reflects, perhaps much more than marketing and event managers realise. A recurring premise explored in this paper is the inevitable role of events in the co-creation of value; however a menacing caveat is the sentiment of co-destruction introduced by Plé and Cáceres (2010). They argue that both co-creation and co-destruction are legitimate outcomes of exchange, which is not adequately explained in the S-D logic literature thus far.…”

“…However as soberly promoted by Plé and Cáceres (2010), the inescapable extension of this logic is that co-destruction is equally prominent, with the interaction proving suboptimal for one or both parties. Therefore inapt integration and/or application of resources or lack of alignment with expectations could result in co-destruction.…”

Value Co-creation and Co-destruction in Connected Tourist Experiences

“…This argument has been increasingly promoted in recent S-D logic discourses, drawing attention to the novel concept of 'value co-destruction' (Chathoth, Altinay, Harrington, Okumus, & Chan, 2013;Plé & Chumpitaz Cáceres, 2010). While the majority of scholarship has focused on positive value co-creation, value co-destruction has been largely treated as an implicit construct (Lefebvre & Plé, 2011).…”

“…technology) that are integrated in the process. As such, co-destruction might occur on a voluntary (intentional) or involuntary (accidental) level, with resources leading to an overall diminishment of value (Plé & Chumpitaz Cáceres, 2010). Considering resource integration as phenomenological (Helkkula, Kelleher, & Pihlström, 2012), it is important to adopt a more critical perspective to understand ICTs as a resource.…”

Transformative service research and service dominant logic: Quo Vaditis?

“…Current studies are slowly gaining momentum (e.g., Echeverri and Skålén, 2011;Fisk et al, 2010;Grove et al, 1996;Mende and van Doorn, 2014;Plé and Chumpitaz Cáceres, 2010;Tombs and McColl-Kennedy, 2013). Service research is still not sufficiently focused on negative well-being outcomes, or value co-destruction, and their implications for individual actors or entities, as well as their effects on communities and society.…”