Development and Validation of a Co-Created Value Scale from the Service-Dominant Logic Perspective : A Mixed-Method Approach

This study developed a scale of co-created value (CCV) from the service-dominant logic perspective. Value co-creation highlighted by service-dominant logic has drawn the attention of academia; however, the actual value, as an outcome of value co-creation, is not yet fully measured. The present study conceptualized CCV and developed a scale consisting of four dimensions: CCV-in-use, CCV-in-interaction, CCV-in-involvement, and CCV-in-experience. The study adopted machine learning-based text-mining techniques to analyze two sources of texts, including keywords used in previous literature and online customer reviews, to generate items that comprehensively address the concept of co-created value. In addition to a rigorous scale development process, confirmed reliability and validity demonstrate that items and dimensions of the scale are organized appropriately and work predictively with other constructs. The scale proposed contributes to subsequent empirical research and helps practitioners assess their level of service management and marketing strategies from a co-creation perspective