Abstract
Extensions of service-dominant logic conceive of value co-creation as socially constructed. The marketing literature has recognized the need to further articulate mechanisms through which socially meaning-laden coordination contributes to value co-creation. This research addresses gaps understanding firm-customer (micro-level) value creation. Through an integration of identity literature, we deepen thinking as to how identity processes can be implicated in value co-creation in a B2C retail context. Specifically, we examine moderated and mediated relationships among perceived front-line employee behavior and identification with the retailer in explaining customer feedback. Model relationships are supported which hold implications for future marketing research and practice.
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