Harnessing community value co-creation : reactivating an external operant actor's sense of self-improvement

Since COVID-19, there has been an increase in the utilization of food banks owing to a number of factors, including a reduction in household income due to job losses and an increase in the cost of living, which has affected people on low incomes. In this paper, we explain how people that are in need of assistance and have limited knowledge of service provision can be remotivated through regaining their self-esteem. This is achieved through various forms of intervention. By adopting a metaphorical approach, we conceptually explore how intervention provided by a social inclusion community center stimulates recipients to re-ignite their desire for self-improvement. This is achieved through an analogy made, comparing a Formula 1 motor racing team servicing a car during a pit-stop and a person (recipient) in need of food visiting a food bank to collect a food parcel. Based on a conceptual analysis, we propose a framework outlining the interactional process involving the social inclusion community center staff and a recipient, whereby the recipient becomes, through empowerment, an external operant actor and resource integrator for the social inclusion community center. This is achieved through a circular value co-creation process. Through the circular motion of the value co-creation, an external operant actor regains self-confidence due to gaining a sense of belonging and feeling inspired to contribute to the community they are associated with.