The Interactive Approach to Exploring Value Co-Creation

Service dominant logic (S-D logic) is a concept that has been criticized for not adopting an interactive approach to some of its fundamental premises (Vargo & Lusch, 2016). Recently, S-D logic has been modified to reflect interactive dimensions and, in particular, the construct of value co-creation (Vargo & Lusch, 2016). These modifications suggest that the service-provider?customer dynamics cannot be fully understood without utilizing interaction terminology and research methodology that afford an opportunity to study the domain from a dyadic point of view. In this chapter, Symbolic Interactionism (SI) and Social Exchange Theory (SET) perspectives are espoused in order to explore the construct of value co-creation as a dynamic qualitative process or a stable quantitative outcome, respectively, the challenges, advantages, and limitations of applying these perspectives are discussed.