Value Co-destruction in Services: A Review of the Past Literature and an Agenda for the Future

The value co-destruction (VCD) as a concept has been overshadowed by the focus of services research on value co-creation. The usefulness of service and value has been mentioned multiple times in the literature on service-dominant logic. The logical idea that, if value can be jointly created, it can also be jointly destroyed through similar interactional processes among the service systems has simply been ignored by the services study. In order to better grasp the notion of VCD and to pinpoint prospective areas for related future research, this article attempts to bring it to light. This study aims to do an in-depth literature review to identify the major aspects related to VCD that have been studied so far and thereby identify the gaps in the VCD literature to highlight the scope for related future research.