The service-dominant-oriented evaluation of customer experience and value co-creation in the service ecosystem

Abstract

Service-dominant (S-D) logic provides a new alternative lens for business and economic activity. It argues that the customer is the determiner and co-creator of value. However, it only achieves the conceptualisations for the relationship between customer experience and value co-creation and lacks the advanced modelling framework. A framework for its utility in service design is needed. This study aims to propose a model of service-dominant-oriented evaluation of customer experience and value co-creation in the service ecosystem. First, this study integrates customer experiences and value co-creation throughout value in the experience. The proposed framework strengthens value co-creation accompanied by customers’ experiences and value determination. Further, the framework incorporates the two key aspects of time-dependence and multi-dimensionality in customer experience assessments to evaluate value co-creation. Second, this study presents a model based on an exploratory study of S-D logic and a service ecosystem. Based on the theoretical and conceptual arguments proposed in this research domain within a decade, the proposed models help us clarify and understand how S-D logic dynamically works in a real-life service ecosystem and remains scarce. The extension of S-D logic for further development has been implemented in this study.

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Identifiers

ORCID for Hsin-Yun Lee: orcid.org/0000-0003-2883-0375

ORCID for Maxwell Chipulu: orcid.org/0000-0002-0139-6188

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