Co-creation and co-destruction: A practice-theory based study of interactive value formation

Abstract

Drawing on an empirical study of public transport, this paper studies interactive value formation at the provider-customer interface, from a practice-theory perspective. In contrast to the bulk of previous research, it argues that interactive value formation is not only associated with value co-creation but also with value co-destruction. In addition, the paper also identifies five interaction value practices - informing, greeting, delivering, charging, and helping - and theorizes how interactive value formation takes place as well as how value is intersubjectively assessed by actors at the provider-customer interface. Furthermore, the paper also distinguishes between four types of interactive value formation praxis corresponding with four subject positions which practitioners step into when engaging in interactive value formation. © The Author(s) 2011.