Making value co-creation a reality – Exploring the co-creative value processes in customer-salesperson interaction

Jasmin Baumann, Kenneth Le Meunier-FitzHugh

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32 Citations (Scopus)
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We examine how value co-creation is engendered in transactional and relational interaction in a professional business-to-consumer (B2C) service industry through exploratory interviews with six organisations’ sales personnel and their customers. A dyadic model and propositions conceptualise the process of value co-creation at the interpersonal level. It was found that the customer and salesperson take on very distinct roles in the co-creative interaction, which is driven by characteristics previously unidentified in the context of value co-creation, such as a commitment to achieving common goals, establishing equitable dialogue and sharing interests. Examination of the value dimensions co-created found that reciprocal value realisation is not limited to business-to-business (B2B) contexts, as the involved parties create mutual episode value in discrete transactions, and mutual episode and relationship value in relational exchanges.
Original languageEnglish
Pages (from-to)289-316
Number of pages28
JournalJournal of Marketing Management
Issue number3-4
Early online date10 Sep 2014
Publication statusPublished - 2015


  • value co-creation
  • buyer–seller interaction
  • relationship marketing
  • customer value
  • qualitative exploratory research

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