Value Co-creation in Consumer-intensive Service Encounters: A Dyadic Perspective

Abstract

Service-dominant (S-D) logic stresses the development of core competencies through shared participation of both the consumer and the producer in value creation. This article examines value co-creation in personal training, an extended consumer-intensive service. Based on in-depth interviews with personal trainers and clients, we explicate value co-creation in a fitness context from a dyadic perspective. We find that mutual understanding reached through negotiation between the client and provider regarding fitness and fitness goals enhances value creation and contributes to ultimate goal attainment.

Consumer Brand Value Co-creation Typology

“…Researchers agree that value co-creation is the new market paradigm and that it occurs in a dynamic shared space where multiple stakeholders interact (Grönroos & Voima, 2013; Iglesias et al, 2013; Ind et al, 2013; Kazadi, Lievens, & Mahr, 2016; Kennedy & Guzmán, 2016; Kornum & Mühlbacher, 2013; Prahalad & Ramaswamy, 2004; Vallaster & von Wallpach, 2013; Vargo & Lusch, 2004, 2016). Although the notion of co-creation has been around for some time, especially in the services literature under the labels of inseparability and simultaneity of production and consumption of service (Grönroos, 2011, 2017; Lovelock & Gummesson, 2004; Perera, Albinsson, & Shows, 2017; Vargo, Archpru Akaka, & Vaughan, 2017), the term co-creation has come of age with the service-dominant logic (SDL) literature (Leclercq, Hammedi, & Poncin, 2016; Vargo & Lusch, 2004, 2016; Vargo et al, 2017; Wilden, Akaka, Karpen, & Hohberger, 2017). Co-creation also finds strong support in the concept of value-dominant logic (VDL) (Mahajan, 2017), as VDL focuses beyond the process of creating value, and rather focuses on the goal of creating it consciously, unconsciously, implicitly or explicitly for all actors within an ecosystem that interact with each other.…”

Building Tourism With the Community: A Study of Local Participation Building a Tourism Village Based on Value Co Creation

“…Service Dominant Logic's conceptualization emphasizes the importance of the beneficiary network's nature of value and consumption features. In value co creation, customers take advantage of a number of social resources that include family relationships, community, and commercial relationships, so that increased value comes from their experiences (Perera, Albinsson, & Shows, 2017).…”

Designing servicescapes for transformative service conversations: lessons from mental health services

“…Dyadic services research has increasingly focused on helping providers facilitate transformative service conversations – conversations that generate consumer microtransformations toward new self-understandings, outlooks on life and other well-being goals (Albinsson et al , 2017; Davey and Grönroos, 2019; Gopaldas et al , 2021; Johnston et al , 2007; King and Klawitter, 2007; Klontz et al , 2016; Perera et al , 2017). This article contributes to the literature on transformative service conversations by developing a conceptual model of servicescape design strategies for such conversations.…”

“…Transformative service conversations: the overlooked role of servicescape design Prior research on transformative service conversations has meticulously documented the provider skills necessary to conduct transformative service conversations. Some research advises providers to co-create a service conversation agenda with consumers (Albinsson et al, 2017;Davey and Grönroos, 2019;Perera et al, 2017). Key provider skills in this approach include cultivating a shared understanding of service goals with consumers; jointly revising, updating and tracking those goals with consumers over time; and co-learning new service-relevant knowledge alongside the consumer rather than exclusively Figure 1 The impact of servicescape design on transformative service conversations…”

“…Dyadic services research has increasingly focused on understanding how providers can facilitate transformative service conversations with consumers (Albinsson et al , 2017; Davey and Grönroos, 2019; Gopaldas et al , 2021; Johnston et al , 2007; King and Klawitter, 2007; Klontz et al , 2016; Perera et al , 2017). Inspired by the wider transformative service research movement (Anderson and Ostrom, 2015; Rosenbaum et al , 2011; Russell-Bennett et al , 2019), transformative service conversations are dyadic service conversations that create positive, significant, lasting changes in consumers’ self-understandings, outlooks on life and overall well-being.…”