Laud, Gaurangi; Bove, Liliana; Ranaweera, Chatura; Leo, … - In: Journal of Services Marketing 33 (2019) 7, pp. 866-889
Purpose: Actors who participate in co-created service experiences typically assume that they will experience improved well-being. However, a growing body of literature demonstrates that the reverse is also likely to be true, with one or more actors experiencing value co-destruction (VCD),...