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