The Evolving Dynamics of Service Co-Creation in a Viable Systems Perspective

Abstract

In today’s competitive arena, competent responsible decision-makers have a core role in monitoring environmental \nneeds, trends and expectations and dealing with interactive relationships in the wider service ecosystem. \nAs there has been a shift in perspective from products to services, new research agendas focus on encouraging and \nguiding managers towards an appropriate approach to service systems \nOur paper – combining both a traditional analytical approach (focus on the parts) and holistic approach (focus on the \nwhole) – privileges a relational perspective and suggests an innovative methodology whereby system dynamics prevail \nover structural components in order to analyze service systems for value co-creation. \nIn line with the aims of the present study, we argue that VSA is a coherent approach justifying the logical shift in the \npathway from a Service Dominant Logic (SDL) to Service Science (SS) and culminating in a process of General \nSystems Theory (GST). This framework illustrates how value is co-created through interaction. \nIn substance, our paper explains how the dynamics of service co-creation evolves by means of an approach grounded on \na series of postulates inherent to VSA, SS and SDL. In this respect, the structure and system dichotomy clarifies the \nstatics and dynamics relative to products and services respectively.

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