Value Co-creation Process Research Articles

Dynamic Simulation Research on the Effect of Governance Mechanism on Value Co-Creation of Blockchain Industry Ecosystem

The development of blockchain technology promotes the evolution of the industrial ecosystem, and the value co-creation in the ecosystem has become an important factor for the sustainable and coordinated development of the blockchain industry ecosystem. By answering the question of how governance mechanisms affect the value co-creation of the blockchain industry ecosystem, this paper aims to clarify the realization mechanism of value co-creation of the blockchain industry ecosystem. Based on the transaction cost theory and social exchange theory, the governance mechanisms of the blockchain industry ecosystem are divided into contract governance and trust governance. The system dynamics method is used to analyze the causality of the effect of governance mechanisms on value co-creation of the blockchain industry ecosystem, the model of system flow chart is established, and Vensim PLE software is used to perform simulation and sensitivity analyses of the model. The results show that: both contract governance and trust governance can positively affect the value co-creation of the blockchain industry ecosystem; due to the existence of bounded rationality, compared with contract governance, trust governance has a more significant impact on system resource innovation and value co-creation; there is a co-existence effect among contract governance and trust governance, and compared with the single effect, the co-existence effect of two can promote the value co-creation process of the blockchain industry ecosystem more actively. The research results reveal the internal laws of the value co-creation and provide valuable insights into the exploitation of governance mechanisms to facilitate effectively the value creation of the blockchain industry ecosystem.

A Practical Framework for Value Creation in Health Information Systems From an Ecosystem Perspective: Evaluated in the South African Context.

Performance improvement in any field depends on establishing goals that align the interests of relevant stakeholders, which may be defined as creating value for stakeholders. In the healthcare context, the concept of value creation and its analysis from an ecosystem perspective has been neglected and is hard to achieve in practice. This research adopts an innovation ecosystem perspective to develop and evaluate a practical framework to guide value creation for healthcare settings in a developing country context. The resulting framework serves as a tool that can guide stakeholders to co-create value by defining the inputs, activities, and outputs/outcomes to enable the process of value co-creation through a heath information system. Design Science Research Methodology (DSRM) was followed to develop the framework (artifact); it entailed the evaluation of the preliminary framework through a range of cycles. A relevance cycle was completed through a literature review. Since the investigation was done from an ecosystem perspective, it provided an understanding of the core characteristics of ecosystems, information systems, and value to inform the development of a preliminary framework. The preliminary framework was evaluated through two design cycles: the first was based on in-depth semi-structured interviews with six industry experts, and the second comprised a framework ranking exercise. The observations from the two stages informed the modification and refinement of framework items. The evaluated framework provides practical and actionable elements of a value creation system based on three canvasses: (1) the pre-use canvas defines the healthcare system and its stakeholders; (2) the tool guideline provides an overview of the development of ecosystem canvas elements; and (3) the ecosystem canvas represents the process of value creation along with a conceptual canvas with descriptions or implications of each of the framework’s concepts.

Computational Modeling of the Value Co-Creation Process in Customer Service: An Application of the NK Model.

There has been an increasing interest to explore and gain knowledge about customer engagement behavior among academia and practitioners. Particularly, the value co-creation process in customer services is essential to explore the interaction structure. In this study, we applied the computational simulation of the NK model to identify the value co-creation process between service employees and customers in the service context. To specifically explore the dynamic interaction among them, we identified what kind of service is provided for what type of customers and when service performance improves according to the degree of interaction between service employees and customers. The simulations show that the greatest service value can be achieved when employees and customers jointly perform local search (90%) and long jump (10%). However, if both employees and customers jointly perform local search only, the service value can be stuck in a local optimum. In cases where employees and customers make their independent improvement, either through local search or long jump, the overall service value varies depending on the complexity of interactions between employees and customers. For example, the improvement in service value is the worst when employees and customers make long jumps at independent timings in high complex interactions. Our computational simulations offer visible experimental-based insights into understanding the value co-creation process with customers and promising results for customer service studies.

Value co-destruction and negative e-WOM behavior: the mediating role of tourist citizenship

Co-destrucción de valor y comportamiento negativo de e-wom: el papel mediador de la ciudadanía de los turistasResumenObjetivo/PropósitoLa investigación ha examinado el efecto de la destrucción conjunta de valor en la ciudadanía del cliente y en los comportamientos negativos de e-WOM. Además, la investigación tuvo como objetivo determinar el papel mediador de la ciudadanía turística entre la co-destrucción de valor y los comportamientos negativos de e-WOM.MetodologíaUtilizando un método de muestreo por conveniencia, se recopilaron datos de 704 clientes que compraron sus productos turísticos a través de un proceso de cocreación. Se aplicaron análisis factoriales exploratorios y confirmatorios a los datos para determinar los factores que componen las dimensiones en el modelo de investigación. Se utilizó el modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) para evaluar la relación en el modelo de investigación propuesto en la investigación.ResultadosLos resultados de la investigación indicaron que la co-destrucción de valor afectó el comportamiento de ciudadanía del cliente y el e-WOM negativo. Mientras que el comportamiento de ayuda de la ciudadanía del cliente afectó al e-WOM negativo, el comportamiento de defensa de la ciudadanía del cliente no afectó al e-WOM negativo. La investigación, sin embargo, encontró un efecto de mediación solo indirecto: un comportamiento de ayuda en la relación entre la co-destrucción de valor y el e-WOM negativo.OriginalidadEl documento ayuda a explicar los antecedentes y los resultados de la co-destrucción de valor desde la perspectiva del cliente. Además, su información puede permitir a las empresas turísticas gestionar de forma eficaz y eficiente el proceso de creación conjunta de valor y evitar la destrucción conjunta de valor. Los datos de la investigación también proporcionarán sugerencias útiles a otros investigadores y representantes del sector.Implicaciones TeóricasLa investigación ha examinado los comportamientos antecedentes que causan la destrucción conjunta de valores y los efectos de estos comportamientos en los resultados de la experiencia vacacional. Esta información luego se combinó en un modelo y se evaluó en un marco holístico. Teóricamente, la investigación nos ayuda a comprender el impacto del comportamiento de co-destrucción de valor en el comportamiento de la ciudadanía y en la tendencia negativa de e-WOM de los turistas. La investigación examina el comportamiento de co-destrucción de valor y su efecto en los resultados de la experiencia vacacional simultáneamente.Implicaciones GerencialesLa investigación proporciona un marco que las empresas turísticas pueden usar para producir y ofrecer servicios que atribuyan valor a sus clientes y para gestionar procesos y comportamientos comerciales disfuncionales y disruptivos para reducir la co-destrucción de valor. La investigación también proporciona una nueva forma para que los profesionales del sector turístico comprendan y generalicen los cambios de comportamiento de los turistas causados por la destrucción conjunta de valor durante y después de su experiencia.Limitación e Investigación FuturaEsta investigación tiene varias limitaciones que podrían sugerir direcciones para investigaciones futuras. Se seleccionó como escenario de investigación a los clientes que compran experiencias turísticas a través de un proceso de co-creación. Por esta razón, los resultados de esta investigación podrían no aplicarse a otros turistas. Esta investigación también examinó la co-destrucción de valor solo desde el lado de la demanda. Además, la investigación proporcionó evidencia preliminar sobre las premisas y los resultados de los comportamientos de co-destrucción de valor en el contexto del turismo. Además, la investigación futura podría intentar ampliar el presente trabajo mediante la identificación de factores adicionales que pueden gestionar la destrucción conjunta de valor y otros resultados de la destrucción conjunta de valor para las empresas.

Factors affecting value co-creation through artificial intelligence in tourism: a general literature review

PurposeThis is a general review study aiming to specify the key customer-based factors and technologies that influence the value co-creation (VCC) process through artificial intelligence (AI) and automation in the hospitality and tourism industry.Design/methodology/approachThe study uses a theory-based general literature review approach to explore key customer-based factors and technologies influencing VCC in the tourism industry. By reviewing the relevant literature, the authors conclude a theoretical framework postulating the determinants of VCC in the AI-driven tourism industry.FindingsThis paper identifies customers' perceptions, attitudes, trust, social influence, hedonic motivations, anthropomorphism and prior experience as customer-based factors to VCC through the use of AI. Service robots, AI-enabled self-service kiosks, chatbots, metaversal tourism and new reality, machine learning (ML) and natural language processing (NLP) are technologies that influence VCC.Research limitations/implicationsThe results of this research inform a theoretical framework articulating the human and AI elements for future research set to expand the models predicting VCC in the tourism industry.Originality/valueFew studies have examined consumer-related factors that influence their participation in the VCC process through automation and AI.

Genealogical Clustering and Coordination Analysis of Knowledge-Driven Labor Competitiveness in the Context of Sharing Economy

In recent years, with the continuous development of information technology and the advent of the Internet + era, the sharing economy has not only changed people's life and consumption patterns but also reconstructed the value cocreation process between enterprises and customers. Unlike the traditional economic model in which the enterprise is the dominant player, in the sharing economy, the enterprise withdraws from the dominant position in the value creation process and becomes a platform to support and serve the value creation of users (customers in the traditional economic model), and users become the dominant player in value creation. Users are not only the core subject of value cocreation in the sharing economy model but also the key factor determining the profitability of enterprises and the image of the platform. Bilateral users create rich value for individual users, platform enterprises, and society through value creation behaviors such as trading of the right to use idle resources and online and offline communication and interaction. Therefore, it is necessary to study the value cocreation behaviors of bilateral users of shared service platforms. This paper studies the value cocreation of bilateral users of shared service platforms, hoping to help platform enterprises further understand user behavior and needs, better fulfill the role of support and service in the process of value cocreation, provide a good value cocreation environment for bilateral users, enhance the reputation and influence of platform enterprises through user value cocreation behaviors, expand market share, and form competitive advantages. This paper stands in the perspective of intellectual enterprises and studies the problem of knowledge sharing. From the perspective of individuals, it mainly analyzes the willingness and ability of individual knowledge sharing, focusing on the “prisoner's dilemma” in game theory to study the willingness of individuals to share. From the perspective of knowledge, we mainly analyze the interference brought by the implicit and exclusive nature of knowledge to knowledge sharing, focusing on the implicit nature of knowledge. In addition, this paper only studies the influence of value cocreation of consumer users on value cocreation of resource users and does not deeply explore whether the value cocreation of resource users influences the value cocreation of consumer users.

Customer satisfaction with co-created hospitality services: Regulatory focus orientation and positive disconfirmation

New enhancements that foster more customer-focused services, such as the co-creation of hotel service offerings with hotel guests, have changed the conventional thinking in the hospitality industry. In this regard, the current study contributes to the understanding of the effect of co-creation on customer satisfaction in the hospitality industry, focusing on customers’ idiosyncratic characteristics. Particularly, the study investigates the moderating role of customers’ regulatory focus orientation (promotion vs. prevention) and the mediating role of customers’ positive disconfirmation on the relationship between value co-creation (VCC) level of hotel services and customer satisfaction. The model is tested using an experimental design with 328 responses. The results show that a high level of VCC in hotel services leads promotion-focused (prevention-focused) customers to experience lower (higher) levels of positive disconfirmation compared to a low level of VCC, as promotion-focused (prevention-focused) customers have higher (lower) performance expectations from a high VCC service offering due to the regulatory fit (non-fit) they have with the service design. The findings also indicate that service failure generates less dissatisfaction in a high VCC level in hotel services than a low VCC level since customers take more responsibility for the unfavorable outcome when they participate more in the VCC process. These results indicate that when hotels design co-created services, they need to generate coherence between customers’ regulatory focus orientation and the service's VCC level.

The Value Co-creation Through Joint Failure Recovery: B2B Settings

The co-creation of value through joint recovery management has attracted increasing interest in the business-to-business (B2B) service context. However, the underlying process of joint recovery management is less understood. Through the qualitative interviews with suppliers and customers firms and applying the conceptual thinking of service-dominant (S-D) logic and service logic, this research explores the joint recovery practice through which the value is co-created in the context of B2B markets. The analysis reveals value emerges from interaction and their resource contributions to six main activities of joint recovery management, including the prevention, identification, notification, analysis, the resolution of failure and the implementation of the mutually selected solution. Interestingly, the findings indicate that the supplier supports the value creation process through recovery activities and by performing different roles, while the customer can engage in recovery management activities by their resource contribution to the recovery activities, which results in the co-creation of monetary and non-monetary values. The current study serves as a tool for scholars and managers who wish to enhance the value co-creation process through joint recovery management activities in B2B settings.

Creating harmony through a plethora of interests, resources and actors: the challenging task of orchestrating the service ecosystem

PurposeThere is a need to understand value co-creation in service ecosystems that engage multiple actors with different goals. This study aims to extend the understanding of value co-creation by considering the orchestration of service ecosystems with reference to resource-integration processes.Design/methodology/approachAn exploratory case study approach is used to analyze actors' roles in resource orchestration within a service ecosystem, gathering data from the macro, meso and micro levels of an Italian hospitality and tourism services ecosystem.FindingsA framework is devised that highlights the intersection between orchestration and resource integration for value co-creation processes across the macro, meso and micro levels in service ecosystems. This extends the understanding of service ecosystem dynamics, especially how new value co-creation structures emerge, by emphasizing the circular causality between system levels. Findings show how orchestrating resource integration activities initiate and institutionalize non-linear value co-creation processes.Practical implicationsResource integration orchestration within and between ecosystem levels is a possible response to societal challenges and for creating economic, cultural and social value across the community. The study offers policymakers insights into developing new competencies for developing actions according to a logic of socially and sustainable value.Originality/valueThis study advances the understanding of service orchestration by expanding the concept and the feasibility of service ecosystem orchestration. It offers insights into the importance of orchestrating resource integration to the emergence and vitality of service ecosystems themselves. The study responds to the need for empirical studies on value co-creation.

Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms

Abstract The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.

Collaboration, feedback, and performance: Supply chain insights from service-dominant logic

This research demonstrates how collaborative feedback and resource investments in supply chain management and logistics-based partnerships influence the establishment of inter-firm collaboration, and ultimately, focal firm logistics service performance. We employ a two-stage collaboration model grounded in Service-Dominant logic and supported by empirical findings from supply chain managers. This answers calls for research addressing how information and collaboration co-create value in service ecosystems. The study further explores the conditional effects of commitment to learning, an operant resource aiding in collaboration capitalization. Accordingly, this study contributes to Service-Dominant logic, supply chain management and logistics, and service strategy literatures by successfully demonstrating that various partnership investments in and dialogical exchanges with partners enhance collaborative, value co-creation processes resulting in mutually-beneficial strategic advantages. The findings are particularly relevant given recent global supply disruptions that mandate more resilient supply chains.

Consumer brand engagement: Refined measurement scales for product and service contexts

Consumer brand engagement (CBE) has attracted significant attention amongst academics and practitioners; yet, myriad conceptualizations and operationalizations exist. This research conceptualizes Service-Dominant Logic-informed CBE as a consumer’s psychological state and behavioral manifestations that occur through the process of value co-creation, involving resource integration and service exchanges in consumer-brand interactive service systems. This research develops and validates two CBE scales specifically for product and service brand contexts. The CBE scale refinement process resulted in a 29-item scale in product (smartphone) context that comprises of two dimensions: affection and reasoned behavior, and a 20-item scale in service (social media) context, which consist of four dimensions: affection, identification, absorption and social connection. The two refined scales demonstrate good psychometric properties. This research’s findings offer managers and scholars insight on how consumers engage and experience services and products. This study provides an overview of theoretical and managerial implications.

Exploration on the Core Elements of Value Co-creation Driven by AI-Measurement of Consumer Cognitive Attitude Based on Q-Methodology.

Value co-creation (VCC) goes through the stage of co-production, customer experience, service-dominant logic, and service ecosystem. The integration of science and technology has become a key factor to the process of VCC. The rise and application of artificial intelligence (AI) technology has added a new driving force to VCC and began to affect its original practical logic. Based on the consumer perspective, this study uses Q-methodology to measure consumer cognitive attitude toward the use of AI technology in VCC, aiming to explore the key factors that affect VCC. The study found that content quality, information security, efficiency concern, and degree of manipulation have become the important concerns of consumers for VCC under AI integration. Moreover, their different statements have their specific focus and direction. The study demonstrates and analyzes the importance of the four factors and proposes the combination of human and non-human actors (technology and system) to shape the new model of VCC in the future, which is worth further deepening and exploring for academia and enterprises.

Robots at your service: value facilitation and value co-creation in restaurants

PurposeThis paper aims to understand the process of guest-robot value co-creation in the restaurant context. It empirically examines the guest perception of value facilitation by service robots and its impact on guest value co-creation and advocacy intentions. It also investigates the moderating role of interaction comfort in the relationship between service robot value facilitation and guest value co-creation.Design/methodology/approachA mixed-methods approach was adopted. Ten customers who had dined at a service robot restaurant in China were interviewed in the qualitative study, followed by a quantitative study with 252 restaurant patrons to test the relationships between service robot value facilitation, guest value co-creation, interaction comfort and advocacy intentions.FindingsGuest perceptions of six robot attributes, including role significance, competence, social presence, warmth, autonomy and adaptability, determine service robot value facilitation. Interaction comfort moderates the influence of service robot value facilitation on guest value co-creation. Additionally, guest value co-creation mediates the effect of service robot value facilitation on advocacy intentions.Research limitations/implicationsThis study offers an understanding of six robot attributes that can improve service robot value facilitation. Nevertheless, the authors collected data from guests who had experience at service robot restaurants. The authors encourage future research to use random sampling methods to ensure study representativeness.Practical implicationsThis study offers strategic guidance for managers to deploy service robots in frontline roles in restaurants and provides important implications for service robot design to improve their facilitating role in the guest value co-creation process.Originality/valueThis study responds to a recent call for research on the role of service robots in the guest value co-creation experience. Unlike prior studies that focused on the adoption or acceptance of service robots, it examines the role of service robots in the value co-creation process (post-adoption stage). Furthermore, it is one of the early studies to identify and empirically examine the service robot attributes that enable value facilitation and foster value co-creation in guest-robot service encounters.

Open Total Quality Management in the Circular Economy age: a social enterprise perspective through the case of Patagonia

To better implement sustainability initiatives in the Circular Economy (CE) age, benefiting of Total Quality Management (TQM) principles, the category of Social Enterprises (SE) manifests an enormous potential. Nonetheless, the above views have been lightly researched, providing research gaps in at least three areas: (1) TQM as an open model, expanded, and boundaryless that involves stakeholders in the value chain through value co-creation processes; (2) TQM and CE and (3) TQM and SE. Through this paper, we reconceptualize TQM with the lens of viable systems approach, CE and SE, while concluding with an illustrative case study and COVID-19 implications. Methodologically, we apply the inductive approach through the illustrative case of Patagonia by emphasizing also how COVID-19 influenced quality management and company-level circularity. This study revealed that the common denominator of TQM, CE and SE is the Triple Bottom Line (i.e. economic, social and environmental sustainability). Also, the concept of ‘value’ was another unifying notion, especially the value co-creation, social value and shared value. ESG implications showed that companies like Patagonia went through profit shrinking to safeguard societal and environmental welfare, with supply chain implications that involved factory workers and partners.

The Process Pattern of Value Co-creation in Healthcare Service Ecosystem

Background: Having an inclusive approach and explaining involvement practices and the roles played by the actors in healthcare ecosystems is a critical factor in healthcare industry. The aim of this study was to design the process pattern of value co-creation in the healthcare ecosystem.
 Methods: This study was practical in terms of the goal, and descriptive-survey with a two-staged qualitative method in terms of data collection. At first, 23 articles and scientific reports regarding theoretical foundations of value co-creation in healthcare were reviewed using the systematic review, and the basic pattern was designed. Then, in order to confirm and complete the identified factors in the first stage, 10 academic and professional experts familiar with value co-creation and health care ecosystem in the country were interviewed ,selected by combining targeted judgmental and chain sampling. The data gathered from these interviews were analyzed using thematic analysis.
 Result: In this study, 3 categories and 54 subcategories concerning health ecosystem were extracted. According to the results, the final pattern was designed in 3 stages of process readiness, value network and process achievements in 3 micro, meso and macro levels. Accordingly, the roles and tasks of the actors in the health service ecosystem were explained.
 Conclusion: Clarity of the role of the actors and making necessary preparations to implement them, paves the way for structural innovations of value co-creation process. In addition, establishing technical and legislative grounds to facilitate participation, leads to more participation. The suggested pattern can be used as a guide for value co-creation in the health service ecosystem.

How does the value co-creation of e-commerce platform and manufacturers affect channel performance? The moderating role of innovation capability and market turbulence

The purpose of this paper is to examine the relationship between inter-firm value co-creation activities and channel performance. Specifically, we ask which discrete types of value co-creation affect economic and relational channel performance? What firm-level and environmental factors, if any, moderate these effects? Drawing on transaction cost theory, and using data from 154 manufacturer and e-commerce platforms, we make notable contributions to the e-commerce literature. We show that two discrete types of value co-creation activities (joint planning and flexibility to make adjustments) positively affect both economic and relational channel performance. A third type, joint problem solving, only affects economic performance. We identify two moderators of these relationships: innovation capability positively moderates the relationship between value co-creation and channel economic performance; market turbulence positively moderates the relationship between value co-creation and channel relationship performance. The results can help enterprises understand how to optimise their implementation of value co-creation processes.

Conversational AI: Indispensable way to attract and retain customers

Conversational AI is a technology that allows artificial intelligence (AI) systems such as Chatbots to engage with people in a human like manner. It enables communication between humans and computers easy and natural by bridging the gap between human and computer language. Recent industry reports indicate that more than 80% of all businesses are considering integrating chatbots within the next five years. Many service providers are already using chatbots, but most applications have focused on cost saving and automation to partially replace human service encounters. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI technology significantly changes human activities and human resources, currently we do not have an adequate understanding of how humans and AI technology interact in value co-creation. Thus, the study was conducted to understand the interface between AI and customers, and to analyze the various factors which play pivotal role in better customer satisfaction. Therefore to do this, we used exploratory factor analysis by taking in 11 variables which could possible made an impact on the customers. We devised a structured questionnaire from those 11 variables and responses were taken in 5 point scales. Out of the responses we were able to analyse underlying constructs and analyse the factors which contributes to this cause.

Digitalization and collaborative dynamics integrating artistic, technological and co-creative resources: the case of Postmodern Jukebox

Purpose This work investigates how digital technologies and artistic resources interact in order to bring different Creative and Cultural Industry (CCI) actors together in networks. As the stage of this work, the authors investigate the musical collective Postmodern Jukebox (PMJ), a digital-based enterprise which is intensive in the use of social media platforms.Design/methodology/approach The study adopts a qualitative approach, based on a case study and netnography.Findings The findings demonstrate how the technology available to CCI enterprises can be used to leverage business through the engagement of its audience in collaborative processes. The analysis also evidences collaborative dynamics resulting from the integration of three key operant resources in CCI: artistic, technological and co-creative resources. Finally, the case shows the role of a CCI enterprise as an engagement platform that capture people’s emotions trough artistic content.Originality/value From a managerial perspective, the study demonstrates how a digital CCI enterprise manages the flow of resources and knowledge drawn from several networks in order to engage actors in co-creating value. Our analysis also suggests that emotions are not only drivers in bringing actors closer to the value cocreation process but also collectively created outputs within these interactions. In this process, the artistic resources of CCI's enterprises play a fundamental role in capturing and transforming these emotions by putting actors from different networks in contact.

EHealth Services and SDG3: Increasing the Capacity of Care

The paper’s research objective pertains to explicating the concept of value co-creation of health and social outcomes in an eHealth digital ecosystem context that is critical in addressing sustainable development goal (SDG) 3 – good health and well-being. It conceptualises a theoretical framework using the dynamics inherent to the value cocreation process involving a user of eHealth services and considers the influences of all involved actors from an activity theory and dialogic engagement perspectives. A Mental Health, Alcohol and other drug use eHealth service (eCLiPSE) assists as a case to illustrate the proposed theoretical framework where three overarching propositions are advanced to provide managerial guidance and critical research enquiry. This framework clarifies the importance of improving dialogic engagement processes during both synchronous and asynchronous interactions over time as value creation pathways. Managerially, the paper points to the importance of optimising service design processes and role readiness of actors (users and healthcare professionals) to better enable consumers to engage in effective dialogue in eHealth interactions for harnessing value co-creation. Through the introduction of this framework, eHealth services can be better delivered and scaled to increase the capacity of care and achieve health outcomes pivotal to the success of SDG3.