Consumption of Services as a Process of Value Co-Creation in the Age of Digitalization

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The paper is devoted to clarifying the initial provisions of the service-dominant logic, finding an understanding of the process of value co-creation in services, discussing the controversial issue of whether the customer is always its co-creator, consideration of the typology of services according to the degree of individualization (customization) and the degree of involvement of clients in the process of providing services, as well as the analysis of the impact of the digitalization on the interaction of the actors in the services co-creation. It is determined that the consumption of services is a process of customer satisfaction due to direct interaction with the supplier. More and more companies are encouraging customers to participate in service delivery processes and share innovations. Consumption of services is manifested in the mutual beneficial effect, i.e. special value. It is shown that in the study of the services market the concept of value co-creation is applied in relation to the customer or user of services. The degree of individualization of services shows how the service provided meets specific customer requirements or is standardized. The degree of consumer involvement shows the nature of the service, how variable it is. It has been shown that the relationship between service and productivity has recently been mediated by digital transformations in providing of the service process. The impact of technology on the consumption of services is manifested in the increasing complexity of patterns of integration of resources and technological support of connections for continuous interaction. Digital infrastructure is becoming indispensable for the viability of service ecosystems. In general, customer participation in digital transformation has a positive impact on value co-creation.