Exchanging Roles: An Insight into the Theory of Value Co-Creation

Proceedings of ‏The 3rd International Conference on Applied Research in Management, Economics and Accounting

Year: 2020

DOI: https://www.doi.org/10.33422/3rd.iarmea.2020.11.120

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Exchanging Roles: An Insight into the Theory of Value Co-Creation

Irene Raguenet Troccoli, Nuno Álvares Felizardo Jr



The service-centered view, more than considering consumers as focal parties, focuses on their individual and dynamic needs, besides stressing the collaboration and learning they can bring to the result of commercial transactions. It follows that the theory of value co-creating during the provision of services is based on the existence of players – or, rather, actors. They exist in a network structure rather than in a single-minded concern with restricted, pre-designated roles of producers, consumers and firms In a subversion of behaviors previously seen as normal or expected, under the theory of roles and scripts this qualitative-inductive exploratory-descriptive research using non-participant observation and quasi-ethnography suggests that co-production can occur and value can be phenomenologically co-created by means of the transposition of roles between the players who interact in a service experience. More than a service being the base of all exchange, the way of understanding what a service is, of understanding the benefit emerging from it, and of acting as a co-producer, can be reinterpreted by the players involved, to the point of subverting behaviors previously seen as normal or expected. Contribution to literature comes from deepening the explanations of the process of delivering a service both in terms of customer-provider interface and of the general experience of the client.

Keywords: service-dominant logic, co-production, value co-creation, physically disabled consumers, quasi-ethnography.