PostprintThis is the accepted version of a paper published in Marketing Theory. This paper has been peerreviewed but does not include the final publisher proof-corrections or journal pagination.Citation for the original published paper (version of record):Echeverri, P., Skålén, P. (2011) Co-creation and co-destruction:: A practice-theory based study of interactive value formation. ABSTRACTDrawing 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 cocreation 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 inter-subjectively 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 aim of this conceptual article is to both provide a critical review of research into value co-destruction (VCD) and outline a common conceptual framework in order to better understand and guide future research into VCD and value co-creation (VCC). This review finds that the VCD stream of research has followed two lines of enquiry: one that highlights the role of resources and service systems and another that focuses on practices. It further finds that some prior research has argued that a direct and reciprocal relationship exists between VCD and VCC, captured in the concept of interactive value formation (IVF). A synthesizing IVF framework is outlined which suggests that the alignment and misalignment both within practices and in-between different practices determines IVF, that is, VCD and VCC. The framework further suggests that IVF is both enabled and constrained by resources and service systems.

Research on how vulnerable consumers navigate various marketplaces and service interactions, developing specific consumer skills in order to empower themselves during such exchanges, has received inadequate attention. This paper contributes to this area by empirically drawing on a multi-perspective go-along travel study, consisting of a combination of in-depth interviews and observations of consumer and service provider interactions in mobility services. It addresses both factors that are a source of vulnerability and forms thereof during service interactions, thus unearthing critical mechanisms that explain why vulnerability comes into being. Further, the finding of four distinct forms of active coping strategies, building on the dimensions of proactiveness/reactiveness and explicit/implicit articulation, and how these are related to different forms of vulnerability, provides an understanding of coping with vulnerability during consumer and service provider interactions.

PostprintThis is the accepted version of a paper published in Journal of Service Management. This paper has been peer-reviewed but does not include the final publisher proof-corrections or journal pagination.Citation for the original published paper (version of record):Pareigis, J., Echeverri, P., Edvardsson, B. (2012) Exploring internal mechanisms forming customer servicescape experiences. Journal of Service Abstract:Purpose -The aim of this paper is to explore customer interactions with servicescapes and to explain in more depth the internal mechanisms that form the customer service experience. Design/methodology/approach -The paper draws on an empirical study of customers using Swedish public transport systems. Data collection is based on a micro-ethnographic approach, using think-aloud protocols and video documentation. Findings -The results from the empirical study contribute with a framework of three constellations of activities and interactions: namely, identifying, sense-making, and using, which, depending on the empirical context, form two main customer process practicesnavigating and ticketing. These constructs are theoretical and have implications for service research in the sense that they explain how customer experiences are formed. Practical implications -Managers should focus on making the servicescape design intuitive, meaningful and easy to use for their customers and, depending on the empirical context, support the customer processes of finding one's way and ticketing. Limitations/Future research -While the conceptual framework is arguably applicable also to other servicescape processes and thus has the capacity to explain how a wide range of customer experiences are formed, the study is based on one industry. Consequently, it would be worthwhile to verify our framework in different service settings. Originality/value -The study is novel by applying a micro-ethnological research approach in order to provide a systematic empirical analysis of how constellations of activities and interactions in servicescape processes create customer responses and thus form the customer's service experience.

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This article aims at advancing research on value creation in service marketing by applying theories of turn-taking and multimodality. It is argued that there is a need to uncover what is inherent in the prefix 'co' in value co-creation and that focus needs to be broadened, from perception of value to the production of value-i.e. the specific reciprocal and embodied actions in service encounters.

Purpose The purpose of this paper is to identify the key elements of professional identity in service work in order to provide more in-depth theoretical explanations as to why service workers do as they do while co-creating service. Design/methodology/approach This study takes a multi-perspective on professional identity, i.e. using both an employee and a customer perspective, arguing that the phenomenon mainly consists of what these interactants jointly do during the service interaction and of the meanings that are attributed to it. The authors draw on a detailed empirical study of professionals working at a customer centre. Methodologically, the study is based on practice theory, which helps us to illuminate and analyse both the micro practices and the meaning attributed to the professional identity of service workers. Findings The key elements of professional identity in service work are outlined within a framework that describes and explains three different facets of the service workers’ professional identity, i.e. as a core (i.e. individual resources, cognitive understanding, interaction), as conditions (i.e. service prerequisites), and as contour (i.e. demeanour and functions). Research limitations/implications The findings are based on an empirical data set from a public transport customer centre. As the results are limited to one context, they do not provide statistical generalizability. Although limited to one service industry, the findings may still be of high relevance to a wide range of service organisations. Practical implications The study shows the significance of managers not just talking about the importance of being service-minded; more exactly, a wide range of service prerequisites, beyond cognitive understanding, needs to be in place. It is crucial that service workers are given the time to develop their contextual knowledge of their customers, and of other parts of the service organisation. Originality/value This study offers original empirical contributions concerning the key elements of professional identity. An alternative conceptualization of professional identity is provided, through which the paper adds to service research, explaining more specifically what kinds of knowledge and skills are in use during the co-creation of services.

Dealing with customer misbehavior: Employees' tactics, practical judgement and implicit knowledge. Keywords Customer misbehaviour, dysfunctional service encounters, frontline employees, tactics, practical judgement, implicit knowledge, practice theory. Per Echeverri has a PhD in marketing from Göteborg university. He is a member Paper type Research paper