The pursuit of value co-creation: Engineering service applications to achieve customer satisfaction

Exceeding customers' expectations becomes the goal whenever service providers develop products or services based on the needs of their customers. From the perspective of service science, value co-creation or interactions between the service provider and the customer create a value proposition mutual to both service system entities. Utilizing the infrastructure of the interact-service-proposal-agreement-realized (ISPAR) model, we define a methodology for gauging value co-creation that emphasizes both interactivity and value proposition realization as critical factors. We conduct a comparative case study of the product development cycle of two service applications, strategic call management and custom call flow framework. Results indicate value co-creation is achieved when a high degree of interactivity is maintained throughout the product development cycle, resulting in a value proposition realization rate.