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A Multidimensional Practice-Based Framework of Interactive Value Formation

Luyen, Thuy; Shabbir, Haseeb; Dean, Dianne


Thuy Luyen

Haseeb Shabbir

Dianne Dean


This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implications for service managers responsible for user experience of complex and prolonged TBSSs. Directions for future research can focus on further deconstructing the multi-dimensionality of the IVF process.


Luyen, T., Shabbir, H., & Dean, D. (in press). A Multidimensional Practice-Based Framework of Interactive Value Formation. Journal of Service Research,

Journal Article Type Article
Acceptance Date May 27, 2021
Online Publication Date Jun 23, 2021
Deposit Date Jul 27, 2021
Publicly Available Date Jul 27, 2021
Journal Journal of Service Research
Print ISSN 1094-6705
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Keywords Interactive value formation; Practice theory; Value co-creation; Value co-destruction; Complex and prolonged TBSS
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Published article (482 Kb)

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© The Author(s) 2021. article is distributed under the terms of the Creative Commons Attribution 4.0 License ( which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (

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