Value co-creation in consumer-to-consumer context: Case Restaurant Day

Abstract

Purpose of the study The purpose of this research is to investigate value co-creation process in consumer to consumer context. Value co-creation is a raising trend in consumer culture theories, but it is lacking in empirical studies. However it has gained a lot of attention in service marketing field. This study combines studies of service marketing and consumer behavior. The research objective is to understand what kind of values does consumers create and how these values are co-created.

Methodology Restaurant Day, a one-day food carnival, is the case study context for this research. Restaurant Day is a unique and innovate event, where consumers create experiences through food to other consumers. The methodology consists of an ethnographic research including 14 formal and 12 informal interviews, self-participation and observation in Restaurant Day.

Findings The findings reveal that value co-creation in consumer-to-consumer context is somewhat similar process than value co-creation in traditional producer-consumer context. However the value co-creation is visible already in the preparation stage, before the actual interaction in encounters. Interaction between consumers is the key to the value co-creation.