How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

• Published in: Journal of the Academy of Marketing Science 2021-03, Vol.49 (2), p.236-257
• Main Authors: Keeling, Debbie Isobel, Keeling, Kathleen, de Ruyter, Ko, Laing, Angus
• Format: Article
• Language: English
• Subjects: Business and Management; Customer relationship management; Health services; Management; Marketing; Medical care; Methods; Original Empirical Research; Service sector (Economics); Social Sciences; United Kingdom; Value added
• ISSN: 0092-0703; 1552-7824
• DOI: 10.1007/s11747-020-00737-z

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.