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A transformative value co-creation framework for online services

Joy Parkinson (Department of Marketing, Griffith University, Nathan, Australia)
Rory Francis Mulcahy (School of Business, University of the Sunshine Coast, Sunshine Coast, Australia)
Lisa Schuster (Queensland University of Technology, Brisbane, Australia)
Heini Taiminen (University of Jyväskylä, Jyväskylä, Finland)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 20 September 2019

Issue publication date: 20 September 2019




Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services.


This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users.


Consumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value.

Research limitations/implications

The proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery.

Practical implications

By understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers’ well-being.


This research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created.



Parkinson, J., Mulcahy, R.F., Schuster, L. and Taiminen, H. (2019), "A transformative value co-creation framework for online services", Journal of Service Theory and Practice, Vol. 29 No. 3, pp. 353-374.



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Copyright © 2019, Emerald Publishing Limited

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