Customer-to-Customer Value Co-Creation: A Customer-Dominant Framework of Value

Drawing on customer-dominant logic and running events contexts, this paper develops a customer-dominant framework of value that outlines customers' interactions with other peers in service encounters and their lifeworld. In-depth interviews, netnography, and observational data uncovered eighteen customer-to-customer value co-creation activities, through which a two-dimensional framework was developed. It represents the multifaceted nature of value formation involving multiple collective contexts. It also adds insights into collective and societal benefits stemming from customer-to-customer value co-creation activities and specifies the different types of service providers' involvement in such activities. The study concludes with a strategic framework to facilitate customer-to-customer value co-creation.