Value co-creation among retailers and consumers: New insights into the furniture market

Abstract This paper aims to examine the applicability of a value co-creation framework that integrates the process view (customer, supplier and encounter value-creating processes), the actors’ view (the value facilitator and the value co-creator) and the role of customer knowledge in furniture retail stores using service-dominant (S-D) logic. We conducted multiple case studies to analyse retailers’ points of view and in-depth interviews to explore customers’ perspectives. Our research findings suggest that the proposed model can be effectively used to analyse value co-creation management in furniture firms, allowing researchers to identify the actions of retailers and customers and evaluate…