– Noting 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., – This 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., – The 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., – This 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., – Limiting 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., – This study is apparently the first to have introduced the notion of value co‐destruction into the conceptual framework of S‐D logic.

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

Consumers are identity seekers and makers, and also they are storytellers and help seekers. This research develops a consumer-centric perspective to investigate the vocal performance aspect of the consumers’ retail experiences, by focusing on how customers narrate and exchange their life stories with sales people to co-create personalised and unique shopping experiences in retail stores. In-depth interviews and observations were conducted in order to: first, explore in detail consumers’ rich stock of sociocultural operant resources that are deployed and collaborated. Second, produce a specific process map on how resources are integrated through the consumer-to-sales person interaction. Third, discover various outcomes that are developed through the story swapping perspective of human interaction. The findings suggest that: first, the utilisation of life story swapping aspect of vocal performance provides a platform for the consumers to deploy personal resources that are enriched with everyday life and practices. Second, role playing and switching can facilitate the value-in-use process, and thus to convert the consumers’ life experiences into meanings, identity, and solutions. Finally, the story swapping associated outcomes provide a consumer-centric point of view in looking into the customer’s side of benefits gaining as well as the retailer’s side of relationship building and maintaining. An important contribution of this research is the notion that it extends the Service-Dominant Logic perspective to develop a better understanding of the relationship between the consumer’s stock of sociocultural operant resources and the co-creation of experience in the retail environment. In particular, it explores and examines the roles of the consumer-to-sales person interaction in facilitating the value-in-use process.

Once Upon a Consumer: Co-creating Personalised and Unique Retail Experience through Life Story Swapping

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Once Upon a Consumer: Co-creating Personalised and Unique Retail Experience through Life Story Swapping