CO-CREATION FRAMEWORK IN PROFESSIONAL SERVICE CONTEXT: TOWARD A PRAXIS MODEL

Sk. Kabir  Ahmed; Md. Noor Un  Nabi; S.M.  Misbauddin; Farzana  Akther

doi:10.53808/KUS.2022.19.02.2201-mb

Authors

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

DOI:

https://doi.org/10.53808/KUS.2022.19.02.2201-mb

Keywords:

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

Abstract

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.

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