The Dynamics of Co-Creative Interaction in Professional Services

Exploring the dynamics of value co-creation in customer-salesperson interaction in professional service industries, this work addresses an important question: How can mutual value be realised when buyers and sellers work together – on a transactional as well as relational basis? As a high proportion of competitive advantage in professional services is derived from social capital and customer insight, this research focuses on the interpersonal interaction of clients and salespeople of six internationally operating knowledge-intensive professional service providers. By capturing this dyadic perspective, the study develops a framework that sheds light on the dynamic structures and mechanisms involved in interpersonal value co-creation, as well as the outcomes of this process for both customer and salesperson. For professional service practitioners this book therefore provides insight into how the creation of mutual value can be achieved in their interaction with private as well as business clients, and how it can be used to establish long-lasting and profitable relationships with customers.