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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., Author(s): Debbie Isobel Keeling [sup.1] , Kathleen Keeling [sup.2] , Ko de Ruyter [sup.3] [sup.4] , Angus Laing [sup.5] Author Affiliations: (1) grid.12082.39, 0000 0004 1936 7590, University of Sussex [...]

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jbusres.2008.12.015 Byline: Kathleen Keeling (a), Peter McGoldrick (a), Susan Beatty (b) Keywords: Avatars; Interaction style; Communication style; Internet shopping; Trust; Online experiment Abstract: Interactions with retail salespersons in stores contribute to building trust and profits. Within the largely impersonal Internet, an interactive animated character or avatar, playing the social role of an online sales assistant, should provide a potent source of social presence and so have the potential to replace some of these interactions. This investigation tests whether avatars with social- or task-oriented communication styles contribute to user trust and patronage intentions. Further tests explore the moderating effects of product/service type. The study includes an online experiment and survey, involving 636 participants, mainly from North America, Oceania and Europe, allocated randomly to different treatments. Task-oriented communications contribute to trust, which in turn contributes to patronage intentions, especially for search goods/services. Social-oriented communications also contribute directly to trust and to patronage intentions, most strongly for credence goods/services. The authors recommend a three-fold approach to avatar implementation, involving requirements captured to define appropriate appearance, role, interaction style and content for the task. Conclusions include further suggestions for development and research. Author Affiliation: (a) Manchester Business School, Booth Street West, Manchester, M15 6PB, UK (b) The University of Manchester, Oxford Road, M13 9PL, UK Article History: Received 1 July 2007; Revised 1 November 2008; Accepted 1 December 2008