An Extensive Framework of Customer-to-Customer Value Co-creation Practices: A Study in a Running Event Context

Abstract

This study investigates customer-to-customer value co-creation practices by adopting a customer-dominant logic. Data were gathered through observations of 5 running events in Vietnam, interviews with 17 runners, and netnography. Fifty-four micro-practices at the individual-, group-, and community-level were identified, and an extensive framework differentiating four distinct practice-based circles (blurred, self-organizing, open, and integrated areas) was formed to delineate the entire phenomenon. By enriching the understanding of customer-to-customer value co-creation within the broader context of customers’ lifeworld, the study lays foundations to advance this stream of research and offers insights for providers to step into and support customer-to-customer value co-creation processes.

Keywords:

• Customer-to-customer co-creation
• customer-dominant logic
• practices
• value co-creation
• sports event

Acknowledgement

We acknowledge Ho Chi Minh City University of Technology (HCMUT), VNU-HCM for supporting this study.

Disclosure statement

No potential conflict of interest was reported by the author(s).