• Sk. Kabir Ahmed Architecture Discipline, Khulna University, Khulna-9208, Bangladesh
  • Md. Noor Un Nabi Business Administration Discipline, Khulna University, Khulna-9208, Bangladesh
  • S.M. Misbauddin Department of Management, Jashore University of Science and Technology, Jashore-7408, Bangladesh
  • Farzana Akther Department of Business Administration, North Western University, Khulna-9100, Bangladesh



Co-creation, professional services, praxis model, systematic literature review, value creation


Co-creation in service is essential through facilitating the coordination between customers and service providers. A holistic understanding of value co-creation in professional services can ensure the improvement of service experience. The objective of this paper is to form a praxis model of value co-creation in professional services. The authors performed a Systematic Review of Literature (SRL) by analyzing 113 research documents and articles on co-creation literature within the year range 1996-2021. The study assimilated the key considerations of co-creation in the professional service context. These led to the formation of a conceptual framework. This study identifies the roles of the actors in value co-creation and outlines the procedures for involving the customers. The paper also provides the inhibitors and enablers of co-creation. The study makes contribution to the existing literature by delineating the criteria and factors for co-creation in the professional service context. The praxis model of co-creation developed here could also be beneficial for the practitioners in improving service design.


Download data is not yet available.


Aakerblom, K. B., & Ness, O. (2021). Peer support workers in co-production and co-creation in public mental health and addiction services: Protocol for a scoping review. Plos one, 16(3), e0248558.

Aarikka-Stenroos, L., & Jaakkola, E. (2012). Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process. Industrial marketing management, 41(1), 15-26.

Akhmedova, A., Mas-Machuca, M., & Marimon, F. (2020). Value co-creation in the sharing economy: The role of quality of service provided by peer. Journal of Cleaner Production, 266.

Akolk, N., Huang, Y., & Perrone, V. (2016). A holistic study of the factors influencing the co-creation process in the B2B market from two perspectives.

Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., & Williams, J. D. (2013). Transformative service research: An agenda for the future. Journal of Business Research, 66(8), 1203-1210.

Babu, M. M., Dey, B. L., Rahman, M., Roy, S. K., Syed Alwi, S. F., & Kamal, M. M. (2020). Value co-creation through social innovation: A study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh. Industrial Marketing Management, 89, 13–27.

Bagdonienė, L., & Gegužytė, G. (2018). Working together: understanding value co-creation processes in professional service delivery. Inžinerinė ekonomika, 29(1), 104-114.

Barile, S., Grimaldi, M., Loia, F., & Sirianni, C. A. (2020). Technology, value co-creation and innovation in service ecosystems: Toward sustainable co-innovation. Sustainability, 12(7).

Barnet, A. F., Ciurana, A. B., Pozo, J. X. O., Russo, A., Coscarelli, R., Antronico, L., & Aguilar, E. (2021). Climate services for tourism: An applied methodology for user engagement and co-creation in European destinations. Climate Services, 23, 100249.

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, 67(1), 14-28.

Bettencourt, L. A., & Gwinner, K. (1996). Customization of the service experience: the role of the frontline employee. International journal of service industry management. International journal of service industry management, 7(2), 3-20.

Bhat, D. A. R., & Sharma, V. (2021). Enabling service innovation and firm performance: the role of co-creation and technological innovation in the hospitality industry. Technology Analysis and Strategic Management.

Bonamigo, A., Dettmann, B., Frech, C. G., & Werner, S. M. (2020). Facilitators and inhibitors of value co-creation in the industrial services environment. Journal of Service Theory and Practice.

Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64.

Chih, Y. Y., Zwikael, O., & Restubog, S. L. D. (2019). Enhancing value co-creation in professional service projects: The roles of professionals, clients and their effective interactions. International Journal of Project Management, 37(5), 599-615.

Cluley, V., & Radnor, Z. (2020). Rethinking co-creation: The fluid and relational process of value co-creation in public service organizations. Public Money and Management, 41(7), 563-572.

Davis, J. M., & Smith, M. (2012). Working in Multi-professional Contexts: A Practical Guide for Professionals in Children′s Services. Sage.

Davis, J., Docherty, C. A., & Dowling, K. (2016). Design thinking and innovation: Synthesising concepts of knowledge co-creation in spaces of professional development. The Design Journal, 19(1), 117-139.

Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the academy of marketing science, 39(2), 327-339.

Figueiredo, R., Ferreira, J. J., Silveira, R. G., & Villarinho, A. T. (2019). Innovation and co-creation in knowledge intensive business services: the Spinner model. Business Process Management Journal, 26(4), 909-923.

Font, X., English, R., Gkritzali, A., & Tian, W. S. (2021). Value co-creation in sustainable tourism: A service-dominant logic approach. Tourism Management, 82, 104200.

Friend, S. B., Malshe, A., & Fisher, G. J. (2020). What drives customer Re-engagement? The foundational role of the sales-service interplay in episodic value co-creation. Industrial Marketing Management, 84, 271–286.

Frow, P., Payne, A., & Storbacka, K. (2011). Co-creation: A typology and conceptual framework. Proceedings of ANZMAC, 1-6

Fuentes, M., Smyth, H., & Davies, A. (2019). Co-creation of value outcomes: A client perspective on service provision in projects. International Journal of Project Management, 37(5), 696–715.

Grönroos, C. (1997). Value‐driven relational marketing: from products to resources and competencies. Journal of marketing management, 13(5), 407-419.

Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13-14), 1520-1534.

Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), 133-150.

Gyrd-Jones, R. I., & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems. Journal of business research, 66(9), 1484-1493.

Haneem, F., Ali, R., Kama, N., & Basri, S. (2017). Descriptive analysis and text analysis in Systematic Literature Review: A review of Master Data Management. In International Conference on Research and Innovation in Information Systems, ICRIIS. IEEE Computer Society.

Harhoff, D., Henkel, J., & Von Hippel, E. (2003). Profiting from voluntary information spillovers: how users benefit by freely revealing their innovations. Research policy, 32(10), 1753-1769.

Heimerl, F., Lohmann, S., Lange, S., & Ertl, T. (2014). Word cloud explorer: Text analytics based on word clouds. In 2014 47th Hawaii international conference on system sciences,1833-1842. IEEE.

Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of business research, 59(6), 714-725.

Hsu, P. F., Nguyen, T. K., & Huang, J. Y. (2021). Value co-creation and co-destruction in self-service technology: A customer’s perspective. Electronic Commerce Research and Applications, 46, 101029.

Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2020). The role of co-creation experience in engaging customers with service brands. Journal of Product and Brand Management, 30(1), 12-27.

Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of service research, 17(3), 247-261.

Jiang, L., & Yang, L. S. (2017). Research on the Value Co-Creation in College Students' Professional Development Service. In Proceedings of the 2017 International Conference on Management Engineering, Software Engineering and Service Sciences, 285-289

Keeling, D. I., Keeling, K., de Ruyter, K., & Laing, A. (2021). How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions. Journal of the Academy of Marketing Science, 49(2), 236-257.

Kennedy, E., & Guzmán, F. (2016). Co-creation of brand identities: consumer and industry influence and motivations. Journal of Consumer Marketing, 33(5), 313-323.

Khan, A., & Krishnan, S. (2021). Citizen engagement in co-creation of e-government services: a process theory view from a meta-synthesis approach. Internet Research, 31(4), 1318-1375,

Khramova, M. (2014). Co-creating value with customers as a new approach of entering new market.

Kleinsmann, M., Valkenburg, R., & Buijs, J. (2007). Why do (n't) actors in collaborative design understand each other? An empirical study towards a better understanding of collaborative design. CoDesign, 3(1), 59-73.

Knote, R., Janson, A., Söllner, M., & Leimeister, J. M. (2021). Value co-creation in smart services: a functional affordances perspective on smart personal assistants. Journal of the Association for Information Systems, 22(2), 5.

Kuula, S., Haapasalo, H., & Tolonen, A. (2018). Cost-efficient co-creation of knowledge intensive business services. Service Business, 12(4), 779-808.

Laud, G., & Karpen, I. O. (2017). Value co-creation behaviour–role of embeddedness and outcome considerations. Journal of Service Theory and Practice, 7(4), 778-807,

Lawler, J., & Bilson, A. (2009). Social work management and leadership: Managing complexity with creativity. Routledge

Lusch, R. F., Vargo, S. L., & O’brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of retailing, 83(1), 5-18.

Maister, D. H. (1982). Balancing the professional service firm. Sloan Management Review, 24(1), 15-29.

McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyalty: The influences of satisfaction and brand community integration. Journal of marketing Theory and Practice, 11(4), 1-11.

McLaughlin, C.P., Yang, S. & van Dierdonck, R. (1995). Professional service organizations

and focus”, Management Science, 41(7), 1185-1193.

McNaught, C., & Lam, P. (2010). Using Wordle as a supplementary research tool. Qualitative Report, 15(3), 630-643.

Moghadamzadeh, A., Ebrahimi, P., Radfard, S., Salamzadeh, A., & Khajeheian, D. (2020). Investigating the role of customer co-creation behavior on social media platforms in rendering innovative services. Sustainability, 12(17), 6926.

Nambisan, S. (2002). Designing virtual customer environments for new product development: Toward a theory. Academy of Management review, 27(3), 392-413.

Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. Oxford university press.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.

Paulini, M., Murty, P., & Maher, M. L. (2013). Design processes in collective innovation communities: a study of communication. CoDesign, 9(2), 90-112.

Payne, E. H. M., Dahl, A. J., & Peltier, J. (2021). Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems. Journal of Research in Interactive Marketing, 15(2), 200-222.

Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the academy of marketing science, 36(1), 83-96.

Pera, R., & Viglia, G. (2015). Turning ideas into products: subjective well-being in co-creation. The Service Industries Journal, 35(7-8), 388-402.

Pillitteri, F., Mazzola, E., & Bruccoleri, M. (2021). The four spheres of value co-creation in humanitarian professional services. Journal of Humanitarian Logistics and Supply Chain Management, 11(3), 402–427.

Pirinen, A. (2016). The barriers and enablers of co-design for services. International Journal of Design, 10(3), 27-42

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.

Ramaswamy, V., & Gouillart, F. J. (2010). The power of co-creation: Build it with them to boost growth, productivity, and profits. Simon and Schuster.

Roberts, J. A., Hann, I. H., & Slaughter, S. A. (2006). Understanding the motivations, participation, and performance of open source software developers: A longitudinal study of the Apache projects. Management science, 52(7), 984-999.

Rossi, P., & Tuurnas, S. (2021). Conflicts fostering understanding of value co-creation and service systems transformation in complex public service systems. Public Management Review, 23(2), 254-275.

Scarlett, G., Reksoprawiro, R., Amelia, N., & Wibowo, A. J. I. (2021). Institutions and technology in the value co-creation process of restaurant consumers: a service-dominant logic perspective. TQM Journal, 34(3), 357-376.

Schulz, T., Zimmermann, S., Böhm, M., Gewald, H., & Krcmar, H. (2021). Value co-creation and co-destruction in service ecosystems: The case of the Reach Now app. Technological Forecasting and Social Change, 170, 120926.

Srivastava, S. (2021). Exploring Enablers of Value Co-Creation in the Healthcare Service Delivery: An Internal Customer Perspective. International Journal of Service Science, Management, Engineering, and Technology, 12(1), 111-126.

Steen, M. (2013). Co-design as a process of joint inquiry and imagination. Design Issues, 29(2), 16-28.

Sudo, S., & Ito, Y. (2021). A Possibility of Value Co-creation in the Service Ecosystem of the Paid Media in Japan: Focusing on Viewers’ Life Stories. In International Conference on Applied Human Factors and Ergonomics, 485-492. Springer, Cham.

Terblanche, N. S. (2014). Some theoretical perspectives of co-creation and co-production of value by customers. Acta Commercii, 14(2), 1-8.

Tóth, Z., Peters, L. D., Pressey, A., & Johnston, W. J. (2018). Tension in a value co-creation context: A network case study. Industrial Marketing Management, 70, 34-45.

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

Vargo, S. L., & Lusch, R. F. (2010). From repeat patronage to value co-creation in service ecosystems: a transcending conceptualization of relationship. Journal of Business Market Management, 4(4), 169-179.

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, 44(1), 5-23.

Voss, C. A., & Hsuan, J. (2009). Service architecture and modularity. Decision Sciences, 40(3), 541-569.

Wang, X., Yuen, K. F., Teo, C. C., & Wong, Y. D. (2021). Online Consumers’ Satisfaction in Self-Collection: Value Co-Creation from the Service Fairness Perspective. International Journal of Electronic Commerce, 25(2), 230-260.

Xiao, Y., & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education and Research, 39(1), 93-112.

Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business research, 66(9), 1279-1284.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.

Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International journal of electronic commerce, 15(1), 11-48.




How to Cite

S. K. . Ahmed, M. N. U. . Nabi, S. . Misbauddin, and F. . Akther, “CO-CREATION FRAMEWORK IN PROFESSIONAL SERVICE CONTEXT: TOWARD A PRAXIS MODEL”, Khulna Univ. Stud., pp. 97–110, Dec. 2022.



Management and Business Studies

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.