"making sense of value creation and co-creation" (parte IV)

Parte I, parte II e parte III.
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Mais uma achega para o desafio da co-criação de valor, para a importância da interacção entre fornecedor e cliente.

"Customers construct potential or future service experiences from multiple different sources, such as from their own imagination or stories told by others. If we fail to recognize the role of the customer as the creator or constructor of value, the role of the firm grows out of proportion, reverting the evolution away from value-in-use and users as the creators of value, toward value-in-exchange and value for customers being embedded in producer outputs (e.g., products).
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when value creation refers to the customer’s creation of value-in-use, the customer is a value creator. The scope of value creation shifts from a provider driven, all-encompassing process to a customer-driven process. Value is created in the user’s accumulated experiences (individual and collective/social) with resources, processes, and/or their outcomes and contexts accumulating from past, current, and envisioned future experiences in the customer’s life.
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The locus of value creation is the customer’s physical, mental, or possessive activities, practices, and experiences in multiple individual and social contexts. Value is therefore realized through possession, usage, or mental states.
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The customer experiences value by becoming better or worse off over time during the accumulating process, and value creation becomes a structured process in which firms and customers have defined roles and goals (nature of value creation). When the customer creates value through experiences in an accumulating process, the firm as a service provider may facilitate the customer’s value creation by producing and delivering resources and processes that represent potential value, or expected value-in-use, for the customer.
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the role (or roles) that the seller plays in helping customers to create value for themselves” is a defining aspect of a service perspective or logic. The customer is the one who constructs and experiences value by integrating resources/processes/outcomes in his or her own social context. In conclusion, the customer is the value creator, and a firm facilitates value for its customers. Of course, the role of the firm in a customer’s value creation is not unimportant. Facilitating value for customers means that the firm creates potential value that the customer can transform to value-in-use or real value.
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Value co-creation should be analyzed on the basis of the roles of the customer and the firm and in recognition of the value spheres that encompass the provider and the customer. If the system is closed to the customer, co-production cannot take place in the production process. Nor can value co-creation take place if the customer’s process is closed to the provider. In both cases, we would find no joint activities, and no co-creation is possible. Co-creation occurs only when two or more parties influence each other or, using service marketing terminology, interact."

Mais um recorte do artigo de Gronroos, "Critical service logic: making sense of value creation and co-creation" de Christian Grönroos e Päivi Voima, publicado por J. of the Acad. Mark. Sci.