Characterizing the spaces of consumer value experience in value co-creation and value co-destruction

Abstract

Purpose This paper aims to explore how unreflective and reflective value experience emerges in value co-creation and co-destruction practices in a consumer context. Design/methodology/approach This paper presents a Heideggerian phenomenological heuristic consisting of three interrelated modes of engagement, which is used for interpretive sense-making in a dynamic and lively case context of amateur-level football (soccer) played on artificial grass. Based on a qualitative study using ethnographic techniques, this study examines the whats and the hows of value experience by individuals playing football at different qualities and in varying conditions across 25 Dutch football teams. Findings The findings reveal three interrelated yet distinct modalities of experience in value co-creation and co-destruction presented in a continuum of triplex spaces of unreflective and reflective value experience. The first is a joyful flow of unreflective value experience in emergent and undisrupted value co-creation practice with no potential for value co-destruction. Second, a semireflective value experience caused by interruptions in value co-creation has a higher potential for value co-destruction. Third, a fully reflective value experience through a completely interrupted value co-creation practice results in high-value co-destruction. Research limitations/implications This research contributes to the literature on the microfoundations of value experience and value creation by proposing a conceptual relationship between unreflective/reflective value experience and value co-creation and co-destruction mediated through interruptions in consumer usage situations. Practical implications This study’s novel perspective on this relationship offers practitioners a useful vantage point on understanding how enhanced value experience comes about in value co-creation practice and how this is linked to value co-destruction when interruptions occur. These insights help bolster alignment and prevent misalignment in resource integration and foster service strategies, designs and innovations to better influence consumer experience in journeys. Originality/value This study deploys an integral view of how consumer value experience manifests in value co-creation and co-destruction that offers conceptual, methodological and practical clarity.

Platform Matters: How Can Virtual Knowledge Communities Achieve Value Co-Creation Among Users in the Sharing Economy?

“…Second, value co-creation among users is a pivotal means of value creation in the sharing economy. The marketing logic of enterprises should shift from supply-side and user-led logic to an integrated value-creation logic [18]. At different stages of value creation, enterprises should consider the other user behaviours and needs and provide a good value co-creation support environment for bilateral users.…”

GraphEx: visualizing and managing customer experience in its multidimensionality

“…In this situation, we propose a fifth managerial practice that safeguards appreciation. Marketing managers can positively trigger a customer's experience with a practice that can act as a positive temporal friction (Sahhar and Loohuis, 2022) facilitating customers' curiosity and involvement (Siebert et al ., 2020). This is useful to prevent any taken-for-grantedness and make customers aware of the service provider's service quality in novel ways.…”

“…Second, customers are not always aware of their own experiences. Therefore, in the second dimension, we distinguish between reflective and unreflective experiences (Ellway and Dean, 2016; Helkkula and Kelleher, 2010; Sahhar and Loohuis, 2022; Heinonen, 2023). This entails the possibility of living experiences as reflective (i.e.…”

“…Second, the type of experience is either reflective or unreflective. The former refers to the subject's aware/conscious experience, whereas the latter invokes the subject's unaware/unconscious experience (Sahhar and Loohuis, 2022). Finally, visceral intensity assesses whether an experience is sensorially perceived as “superficial” or “profound.” These dimensions are illustrated through lively tales (Table 3) and complemented by five managerial practices (Figure 2).…”

Characterizing Ex situ Value: A Customer-Dominant Perspective on Value

“…Essentially, value formation emerges from the continuously accumulating and changing customer reality and ecosystem, which is the system of actors and domains that the customer is involved with (Heinonen & Strandvik, 2018; Heinonen et al, 2013). Hence, while value can be deliberate and explicit, it can also be mental, imaginary, and even unreflective (Grönroos & Voima, 2013; Heinonen et al, 2013; Sahhar & Loohuis, 2022). Customers thus make sense of value in an iterative way that is grounded in their own personal logic and based on their previous value conceptions (Grönroos & Voima, 2013; Heinonen & Strandvik, 2015, 2018).…”