Exchanging roles: an insight into the theory of value co-creation

ABSTRACT

In a subversion of behaviors previously seen as normal or expected, under the theory of roles and scripts, this research suggests that co-production can occur and value can be phenomenologically co-created by means of the transposition of roles between the players who interact in a service experience. Contribution to literature comes from deepening the explanations of the process of delivering a service both in terms of customer–provider interface and of the general experience of the client.