Transformative service networks: cocreated value as well-being

Fundamental to emerging theories of value cocreation is a developing awareness that value emerges in networks. Service networks form to address issues for those in need, and value is conceived differently by the various constituents in the network. To represent this reality, a core service interaction, the reason for the construction of the network, is evaluated based upon a typology of value-creating interaction styles. Next, the potential impact on transformative value cocreation of various relationships in a service network is explored. To illustrate value cocreation from a network perspective, this paper develops research propositions assessing cocreated value in a health service network. Network factors regarding the structural and relationship properties of networks that advance the theory of value cocreation are proposed. Finally, suggestions for managers include ways to engage service network entities to enhance communication to foster a balanced, mutualistic relationship that optimizes cocreated value. Organizations need to better identify and activate customers' support networks in order to facilitate enhanced collaboration and communication.