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

Author

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  • Debbie Isobel Keeling

    (University of Sussex Business School, University of Sussex)

  • Kathleen Keeling

    (University of Manchester)

  • Ko Ruyter

    (King’s Business School, King’s College London
    School of Marketing, UNSW Business School)

  • Angus Laing

    (Lancaster University Management School, Lancaster University)

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.

Suggested Citation

  • Debbie Isobel Keeling & Kathleen Keeling & Ko Ruyter & Angus Laing, 2021. "How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 236-257, March.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:2:d:10.1007_s11747-020-00737-z
    DOI: 10.1007/s11747-020-00737-z
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    References listed on IDEAS

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    Cited by:

    1. Badra Sandamali Galdolage, 2021. "Barriers for Entering the Digital World: Exploring Customer Value Co-destruction in Self-Service Technologies," FIIB Business Review, , vol. 10(3), pages 276-289, September.
    2. Razmdoost, Kamran & Alinaghian, Leila & Chandler, Jennifer D. & Mele, Cristina, 2023. "Service ecosystem boundary and boundary work," Journal of Business Research, Elsevier, vol. 156(C).
    3. Dahl, Andrew J. & Peltier, James W. & Swan, Eric L., 2023. "Anticipatory value-in-use in early-stage digital health service transformations: How consumers assess value propositions before and after abrupt, exogenous shocks," Journal of Business Research, Elsevier, vol. 163(C).
    4. Naletelich, Kelly & Ketron, Seth & Alejandro Gelves, J., 2023. "Curbing texting & driving with advertising co-creation," Journal of Business Research, Elsevier, vol. 156(C).
    5. Ko Ruyter & Debbie Isobel Keeling & Kirk Plangger & Matteo Montecchi & Maura L. Scott & Darren W. Dahl, 2022. "Reimagining marketing strategy: driving the debate on grand challenges," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 13-21, January.
    6. Abhishek Borah & Francesca Bonetti & Angelito Calma & José Martí-Parreño, 2023. "The Journal of the Academy of Marketing Science at 50: A historical analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 222-243, January.
    7. Moriuchi, Emi, 2023. "Encouraging Respect?: Understanding consumers’ perspective on the two-way evaluation system in a sharing economy," Journal of Business Research, Elsevier, vol. 163(C).

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