Value cocreation in service interactions

The purpose of this article is to further develop the conceptualization of value cocreation by discussing its dimensions and antecedents. We propose that in service interactions, value cocreation should be understood as a joint collaborative activity between service employees and customers, consisting of six dimensions, which correspond to simpler joint actions (individuating, relating, empowering, ethical, developmental, and concerted joint actions). Furthermore, we derive propositions about nine antecedents of value cocreation labeled as communicating, relating, and knowing factors. This article is among the first to propose a conceptually richer understanding of value cocreation illustrated via an analytical framework, which can drive both future research and guide managers interested in implementing the service-dominant logic (S-D logic) principles within their service providing firms.