Keywords

Value Co-creation, Covid-19, Services, Pandemic, Experiences

Abstract

This research documents value co-creative interactions between firms and consumers during the Covid-19 pandemic. I offer insights based on theory to explain how and why consumers are changing, especially in relation to service industries. The context of Covid-19 demands that both companies and consumers adapt by shouldering a greater burden of the value creation process in order to create value that is at least comparable to and, at most, exceeding that of pre-pandemic times. The extent to which a consumer or a firm becomes a greater participant than before is highly dependent on the industry and Covid-19 restrictions. While many aspects of value co-creation during Covid-19 may be entirely situational, it is likely that firms and consumers have made changes to the way they interact that will surpass the pandemic and become a normal part of firm/consumer cooperation.