The process of value co-creation: The roles of consumer engagement, consumer resources, and consumer roles in extended service context(s)

This thesis is grounded in the Service Dominant Logic (SDL) perspective with a specific focus on value co-creation (VCC) arising from three major dimensions: consumer engagement, consumer resources, and consumer roles in extended services contexts. The program of research involves a theory building qualitative study, followed by a theory testing quantitative study to examine the influence of these three major dimensions on the process of VCC in education and health services. The findings make theoretical contributions to the SDL literature by demonstrating the complex nature of conceptualizing and measuring the three dimensions underpinning the process of VCC in services. From a practitioner perspective, the research provides empirically derived models to understand how consumer engagement, resources and roles contributes to value co-creation, and suggests ways for firms to design and evaluate their service offerings.