Not always co-creation: introducing interactional co-destruction of value in service-dominant logic

Purpose - Noting that a fundamental tenet of service-dominant (S-D) logic is the co-creation of value-in-use, this paper aims to explore the theoretical possibility that the interactions between service systems cannot only co-create value, but also have adverse consequences leading to actual value co-destruction. Design/methodology/approach - This conceptual paper critically reviews the dominance of value co-creation and value-in-use in S-D logic. Noting the relative lack of research in the converse possibility, the study proposes and explores the implications of value co-destruction as a new concept which should be introduced within the framework of S-D logic. Findings - The study proposes a formal definition for the new proposed concept of value co-destruction. It describes in detail the process by which it occurs, showing that value can be co-destroyed through the interactions between different systems, resulting in value destruction-through-misuse. Indeed, value co-destruction occurs when a service system accidentally or intentionally misuses resources (its own resources and/or those of another service system) by acting in an inappropriate or unexpected manner. Research limitations/implications - This paper is purely conceptual and exploratory. Empirical examination of the theoretical findings regarding value-co-destruction is required. Possible avenues of interest for such empirical research of value co-destruction are suggested. Practical implications - Limiting the occurrence of misuse by aligning the mutual expectations of interacting service systems should reduce the risks of value co-destruction. Recovering from misuse should also be considered. Originality/value - This study is apparently the first to have introduced the notion of value co-destruction into the conceptual framework of S-D logic.