The present study critically explores and discusses the concept of value co-creation asrevealed and recognized in the research streams that have formed the conceptual basis forthe construct:service-dominant logic,serv...The present study critically explores and discusses the concept of value co-creation asrevealed and recognized in the research streams that have formed the conceptual basis forthe construct:service-dominant logic,service logic,and customer-dominant logic.Thestudy is positioned within critical hermeneutics;thus,a hermeneutic review strategy isapplied and the subsequent critical discussion is inspired by a Habermasian understandingof society as composed of a system and lifeworld.The findings of the study are twofold;they reveal how different underlying assumptions frame the perception of the unit ofanalysis when focusing on value co-creation and how that the relocation of the locus ofvalue creation from the company to the customer sphere hides that value is an economicconcept in service marketing research.Moreover,the analysis reveals that in servicesmarket research,the concept of value co-creation in a company is applied to analyze thecustomer domain.This dimension has not received much academic attention despite thatthe existing concept might be applicable neither analytically nor empirically.Extantliterature on value co-creation acknowledges that the meaning of the concept is stillobscure.The present study therefore contributes to literature with a refined conceptualunderstanding of how the underlying perceptions of the concept lead to differentanalytical foci in existing research and by identifying questions for further research.Moreover,the review and the discussion are based within a hermeneutic paradigm andcontribute as such with a rarely applied review methodology within the field of service marketing.展开更多
文摘The present study critically explores and discusses the concept of value co-creation asrevealed and recognized in the research streams that have formed the conceptual basis forthe construct:service-dominant logic,service logic,and customer-dominant logic.Thestudy is positioned within critical hermeneutics;thus,a hermeneutic review strategy isapplied and the subsequent critical discussion is inspired by a Habermasian understandingof society as composed of a system and lifeworld.The findings of the study are twofold;they reveal how different underlying assumptions frame the perception of the unit ofanalysis when focusing on value co-creation and how that the relocation of the locus ofvalue creation from the company to the customer sphere hides that value is an economicconcept in service marketing research.Moreover,the analysis reveals that in servicesmarket research,the concept of value co-creation in a company is applied to analyze thecustomer domain.This dimension has not received much academic attention despite thatthe existing concept might be applicable neither analytically nor empirically.Extantliterature on value co-creation acknowledges that the meaning of the concept is stillobscure.The present study therefore contributes to literature with a refined conceptualunderstanding of how the underlying perceptions of the concept lead to differentanalytical foci in existing research and by identifying questions for further research.Moreover,the review and the discussion are based within a hermeneutic paradigm andcontribute as such with a rarely applied review methodology within the field of service marketing.
