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How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

Year: 2020

Type: article

Abstract: Complex services, such as healthcare, struggle to realize the benefits of value co-creation due to the substantial challenges of managing such services over the long-term. Key to overcoming these challenges to value co-creation is a profound understanding of dialogue (i.e., ‘quality of discourse’ facilitating shared meaning) during service interactions. Contributing to an emerging literature, we undertake a longitudinal, ethnographic study to assess dialogue between professionals and patients through the lens of dialogic engagement (i.e., iterative mutual learning processes that bring about action through dialogue). We develop and empirically support six dialogic co-creation and co-destruction mechanisms that impact on the resolution of tensions and integration of knowledge resources between service providers and consumers. We reveal the multidimensional and dynamic nature of value created or destroyed through these mechanisms in dialogue over time. Taking healthcare as an exemplar, we offer a research agenda for developing our understanding of DE in complex services.

Source: Journal of the Academy of Marketing Science

DOI: 10.1007/s11747-020-00737-z

Authors: Debbie Isobel Keeling, Kathleen Keeling, Ko de Ruyter, Angus Laing

Institutions: University of Sussex, University of Manchester, King's College London, UNSW Sydney, Lancaster University

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

Estimated APC paid: $3,860