Customer-Driven Value Co-creation in Service Networks

  • Stephen K. Kwan
  • Soe-Tsyr Yuan
Part of the Service Science: Research and Innovations in the Service Economy book series (SSRI)


Service Dominant Logic (SDL), a contemporary view of services as a foundation of all economic exchange, takes a very high level perspective of provider–customer interaction. The role of the customers in value creation is emphasized but their role in the creation of the value proposition choice sets is not explicitly considered. From another perspective, the notion of value co-creation addressed in existing Service Science studies often assumes the value proposition to be static – i.e., proposition/acceptance happens before the start of service and is not visited again during the service. This paper attempts to connect the macro view of SDL to the system view of Service Science in creating a framework of Service Value Network (SVN) that accounts for both provider and customer driven value co-creation.


Service value network Service dominant logic Value proposition Customer value equation Value co-creation framework 


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Copyright information

© Springer Science and Business Media, LLC 2011

Authors and Affiliations

  • Stephen K. Kwan
    • 1
  • Soe-Tsyr Yuan
  1. 1.San José State UniversitySan JoséUSA

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