Co-creation and co-destruction of experiential value: A service perspective in projects

Purpose: One way in which to induce an advantageous position is to improve the value outcomes experienced from commissioned projects. The purpose of this paper is to consider project stakeholders, such as end-users, as active co-creators of value. This may be achieved by taking into account interactive capabilities and service design practices. This may influence experiential and financial value outcomes for a range of project stakeholders. Design/methodology/approach: A single case displayed as a pilot study helps to establish the transferability of the co-creation and the service experience to the construction context. Findings: Findings show that project managers pay insufficient attention to the service experience. The analysis demonstrates users are treated as destroyers of value, rather than as co-creators of value. In addition to this, the findings suggest contextual aspects, such as unethical behaviour, misalignment of values, power asymmetry and lack of contextual awareness, may ultimately affect the project outcomes. Practical implications: The implication for the construction context is to create awareness of interactive capabilities and service design practices, which permit the enhancement of experimental value outcomes. Originality/value: Service-dominant logic is used as a variant perspective to analyse the project usefulness and benefits for a range of stakeholders. The originality comes from the initial exploration of how benefits could be collaboratively configured through interactive capabilities and service design practices with a range of stakeholders.