The Interactive Approach to Exploring Value Co-Creation

The Interactive Approach to Exploring Value Co-Creation

Maya Golan (Afeka – Tel Aviv Academic College of Engineering, Israel)
DOI: 10.4018/978-1-5225-2084-9.ch005
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Abstract

Service dominant logic (S-D logic) is a concept that has been criticized for not adopting an interactive approach to some of its fundamental premises (Vargo & Lusch, 2016). Recently, S-D logic has been modified to reflect interactive dimensions and, in particular, the construct of value co-creation (Vargo & Lusch, 2016). These modifications suggest that the service-provider?customer dynamics cannot be fully understood without utilizing interaction terminology and research methodology that afford an opportunity to study the domain from a dyadic point of view. In this chapter, Symbolic Interactionism (SI) and Social Exchange Theory (SET) perspectives are espoused in order to explore the construct of value co-creation as a dynamic qualitative process or a stable quantitative outcome, respectively, the challenges, advantages, and limitations of applying these perspectives are discussed.
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Introduction

There is a general understanding among researchers who focus on S-D logic that the service provision domain is best described as an interaction. This chapter seeks to present, illustrate, and evaluate theoretical frameworks and research tools that are pertinent to such a study. It commences with a brief review of two fundamental social theories that are used to explore human interactions: Symbolic Interactionism (SI) and Social Exchange Theory (SET). It continues with a review of the interactive aspect of helping-behavior research in order to illustrate how the interactive approach is used to explore a specific research domain. It then presents a review of the interactive dimensions of Service-Dominant logic (S-D logic), including the formulation of some modifications of its fundamental premises that reflect the interactive approach to service. The next stage entails linking the interactive approach to the construct of value co-creation and elaborating on its meaning through the lenses of SI and SET. The differences between exploring value co-creation via SI and SET are then presented and compared. The chapter concludes with a review of the latest literature on value co-creation in order to evaluate which approach is more suitable.

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