0000000000809438
AUTHOR
Lintula Juuli
When value co-creation turns to co-destruction: Users' experiences of augmented reality mobile games
Service-dominant logic (SDL) provides a well-established lens for understanding services as value co-creation processes. However, also value co-destruction can occur in service processes, but the literature on value co-destruction remains scattered and more studies are called for. We address this research gap with a classification of users’ subjective reasoning for value co-destructive experiences while playing the augmented reality (AR) mobile game Pokémon GO. We conduct laddering interviews with Pokémon GO players to uncover their value co-destruction experiences. Employing clustering analysis, we investigate users’ reasoning for value co-destruction experiences, and argue that value co-d…
Understanding Augmented Reality Game Players : Value Co-destruction Process in Pokémon Go
We conceptualize the mobile game Pokémon Go as a service provider aiming to offer customers value propositions over an augmented reality (AR) platform, where players engage in co-creating value, such as fun, social unity and health. However, playing Pokémon Go can also ensue to value co-destruction through critical service interactions involving e.g. increased mobile costs, trespassing, accidents or assaults. Such could ensue to negative value outcomes, such as frustration, humiliation or unsafety. In order to prevent critical service interactions, it is significant to gain an understanding of value codestruction, which currently remains an unclear concept with a call for empirical studies.…