A Different Perspective to Value Co-Creation within the Context of U-I Collaborations

A large body of research has been done on U-I collaborations from many perspectives, most of which outline how various factors affect these collaborations. Nonetheless, these literature studies have not sufficiently examined U-I interactions from the concept of value co-creation via the service dominant logic approach. The service dominant logic contends that services are created by the simultaneous interactions of various stakeholder groups at a relational context where value is co-created through these collaborative interactions as resource integrators. Moreover, with the fact that value co-creation has been studied more broadly in marketing literature, this paper aims to contribute to our knowledge about the concept of value co-creation within the context of U-I collaborations.