Interactive Value Formation: Exploring the Literature on Dark Side of the Service Experience from the Perspective of Value Co-Destruction (VCD)

Abstract

This paper proposes to verify, in the current literature on VCD, which dimensions/variables have often been studied in empirical efforts. The analysis was based in two stages. In the first, the general characteristics of the articles were identified. In the second stage, which dimensions or variables of VCD have been frequently studied were identified. As a result of this systematic review, new research possibilities were identified to explore VCD study.

Keywords:

• Value co-creation
• value co-destruction
• interactive value formation
• service experience

Additional information

Funding

This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – Brasil (CAPES) – Finance Code 001.