TY  - JOUR
AB  - Purpose– This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service encounters. In practice, however, dysfunctional consumer behaviour can obstruct value co-creation. Extant research has not yet investigated consumers’ defective co-creation behaviour in highly relational services, such as professional services, that are heavily reliant on co-creation. Design/methodology/approach– To investigate defective co-creation in professional services, 164 critical incidents were collected from 38 health-care and financial service providers using the critical incident technique within semi-structured, in-depth interviews. Thematic coding was used to identify emergent themes and patterns of consumer behaviour. Findings– Thematic coding resulted in a comprehensive typology of consumers’ defective co-creation behaviour that both confirms the prevalence of previously identified dysfunctional behaviours (e.g. verbal abuse and physical aggression) and identifies two new forms of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters. Originality/value– Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within the broader framework of service-dominant logic (SDL).
VL  - 49
IS  - 1/2
SN  - 0309-0566
DO  - 10.1108/EJM-07-2012-0411
UR  - https://doi.org/10.1108/EJM-07-2012-0411
AU  - Greer Dominique A.
PY  - 2015
Y1  - 2015/01/01
TI  - Defective co-creation: Developing a typology of consumer dysfunction in professional services
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 238
EP  - 261
Y2  - 2024/04/25
ER  -