Purpose: Contemporary service and marketing research on value co-creation and value co-destruction assume a one-dimensional view on value, ranging from positive value co-creation, alignment and high value to negative value co-destruction, misalignment and low value. This limitation has recently...

Purpose: The purpose of this paper is to identify the key elements of professional identity in service work in order to provide more in-depth theoretical explanations as to why service workers do as they do while co-creating service. Design/methodology/approach: This study takes a...