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A multi-dimensional framework of interactive value formation within complex, prolonged and technology-based self-services

Luyen, Van Thuy


Van Thuy Luyen


Haseeb Shabbir

Dianne Dean


Firms attempt to co-create superior perceived value and/or avoid value co-destruction. There is, however, no guarantee of success especially within the consumption of complex, prolonged and technology-based self-services. In such services, the process of value co-creation and co-destruction may operate simultaneously to generate a multitude of tensions in each direction. As such, a multitude of interacting factors may
be at play during this interactive value formation (IVF) process. Adopting a grounded theory approach and in-depth interviews of users of such services, the author investigates for the first time the IVF process during an indirect service interaction process and introduce the role of operant resources as mediators during the inter-play between value co-creation and co-destruction process, i.e. during the IVF process. This study’s findings also identify factors that reduce and increase IVF intensity (customers’ subjective perception of the extent of effort and time invested in the IVF process), suggesting strategies to mitigate IVF intensity. This is meaningful since high IVF intensity results in value co-destruction and low level of loyalty while low IVF intensity might bring about value co-creation and high level of loyalty. Therefore, managers who offer complex, prolonged and TBSSs, especially wellness apps should, for instance, not only position services with low IVF intensity which can generate self-efficacy, but also encourage users to involve in more resource integration activities to achieve medium/high level of resource integration, hence higher value co-created and consequently increasing level of loyalty. This study represents an initial foray into the complexity between co-creation and co-destructive factors during prolonged and complex services.


Luyen, V. T. (2020). A multi-dimensional framework of interactive value formation within complex, prolonged and technology-based self-services. (Thesis). University of Hull. Retrieved from

Thesis Type Thesis
Deposit Date Dec 13, 2022
Publicly Available Date Feb 24, 2023
Keywords Business
Public URL
Additional Information Business School, The University of Hull
Award Date Jan 1, 2020


Thesis (2.8 Mb)

Copyright Statement
© 2020 Luyen, Van Thuy. All rights reserved. No part of this publication may be reproduced without the written permission of the copyright holder.

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