Purpose: The paper aims to conceptualize how behavioral shifts in times of crisis drive the transformation of value co-creation. Design/methodology/approach: Referencing two empirical contexts, the paper explores how digital service platforms facilitate changes in actors’ mental models and...

Purpose: The purpose of this paper is to analyze how service design practices reshape mental models to enable innovation. Mental models are actors’ assumptions and beliefs that guide their behavior and interpretation of their environment. Design/methodology/approach: This paper offers a...

Purpose – Recent discussions of the service‐dominant logic (S‐D logic) and the creation of a multidisciplinary service science highlight the need for a paradigmatic discussion that provides directions for ongoing service research. This article aims to examine different epistemological...

Purpose – A service system, including self-service technologies (SSTs), should facilitate actors’ value co-creation processes to enhance customer experiences. The purpose of this paper is to analyze how customers’ experiences – both favorable and unfavorable – are formed by identifying...

Purpose – The purpose of this paper is to explore the underlying mechanism of customer co-creation in service recovery (co-recovery), and investigates the impact of initiation on customer post-recovery evaluations and behavioural intentions. Design/methodology/approach – Researchers used a 3...

Customers and employees can co-create a resolution following a service failure through integrating their resources. Their activities and interactions during resource-integration shape the customers' service recovery experiences. Prior research overlooks resource integration between all involved...

Purpose – The aim of this paper is to conceptualize service innovation through a service‐dominant logic (S‐D logic) lens and a service system foundation. Design/methodology/approach – This conceptual paper offers a service‐dominant logic lens and a structuration theory approach...