Abstract

In recent years, marketing and service research has increasingly focused on value co-creation of customers. These studies often discuss the value co-creation process from a network perspective, focusing on both customers and service providers (e.g., Vargo and Lusch, 2017; Mikelsson et al., Jaakkola and Alexander, 2014). Specifically, studies have attempted to approach value co-creation between firms and customers at the micro level and have focused on direct interactions. However, it is limited to research on the organizational and individual factors that drive service providers’ behaviors (Karpen et al., 2012). The purpose of this paper is to develop a framework for capturing value co-creation between firms and customers at the micro level, and to suggest directions for future research. We focus on the institutional logic that influences value co-creation with customers. Logic is defined as the firm-wide, socially, or individually constructed pattern of assumptions, beliefs, and rules that condition firms’ behaviors.