The Value Co-Creation

1. Introduction

Customer contentment encourage the emerging innovative company nowadays (CSSP 2007) and lead to tough competition in offering value through service concept (Lusch et al. 2007). Many firms race in rectify their pathway to services, intensify the quality, and applying new strategies on their organization (CSPP 2007). This challenge is generate marketing completion in order to gain sustainability business which accentuate the customer expectation and involved them during the process (Cova and Salle 2008). Therefore the way of thinking as a customer strongly needed and developed in service business as current symptom (Cova and Salle 2008). According to Grӧnroos (2008a), the use of customer on contributing value should consider as a part of service process.

The ways of creating unique value on service business (Grӧnroos 2011) determine that the perspectives of service marketing were transformed from goods to service scenery (Vargo and Lusch 2004). Where value be regarded as symptom or phenomenon part to obtain customer needs and expectation (Vargo and Lusch 2008a). Hence companies mapping more strategies on innovative offering, elaborate it with all stakeholders including suppliers and employee to increase the level of customer engagement (Vargo et al. 2008b). As service dominant logic perceive the co-creation value occurs among customer and the companies on collaborate service process (Grӧnroos 2011).

The aim of the report is discuss and criticism the part of resource integration, value co-creation, customer and employee role on value creation process. Furthermore, course literatures were used to explicate and support the argument in this paper related to the topic. Source such as websites, articles, and journals have...

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...ith customers", Strategy & Leadership, Vol. 32 Iss: 3, pp.4 – 9.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17, (January).

Vargo, S.L. and Lusch, R.F. (2008a) ‘Service Dominant Logic: Continuing the Evolution’, Journal of the Academy of Marketing Science 36(1): 1–10.

Vargo, S.L., Maglio, P.P. and Akaka, M.A. (2008b) ‘On Value and Value Co-creation: A Service Systems and Service Logic Perspective’, European Management Journal 26(3): 145–52.

Vargo, S.L. and Lusch, R.F. (2011). ‘‘It’s all B2B . . . and Beyond: Toward a Systems Perspective of the Market.’’ Industrial Marketing Management.

Wieland, H., Polese, F., Vargo, S., & Lusch, R. (2012). Toward a Service (Eco) Systems Perspective on Value Creation. International Journal of Service Science, Management, Engineering and Technology, 3(3), 12-25.