Value Co-creation in Consumer-intensive Service Encounters: A Dyadic Perspective

Abstract

Service-dominant (S-D) logic stresses the development of core competencies through shared participation of both the consumer and the producer in value creation. This article examines value co-creation in personal training, an extended consumer-intensive service. Based on in-depth interviews with personal trainers and clients, we explicate value co-creation in a fitness context from a dyadic perspective. We find that mutual understanding reached through negotiation between the client and provider regarding fitness and fitness goals enhances value creation and contributes to ultimate goal attainment.