Co-creation of value: Applying the paradigm to government e-service

The rapid growth of internet usage enable the government agencies to put a wide range of services online for the use of citizens but the value of these e-service applications are still under research. Despite the increasing research on Service Dominant (S-D) logic and co-creation of value in marketing, few researchers applied the process to government e-service applications. Customers are no longer ordinary user of service but fully ready to collaborate with service provider to co-create value. The foundational premise (FP6) of service dominant logic lay much emphasis that customer is always a co-creator of value therefore, there is a growing need to integrate customer and understand how both parties interact together to co-create value. In order to provide another perspective, this study explores the co-creation of value in the context of government e-service delivery. In this paper, the authors firstly reviewed the concept of value co-creation from service dominant logic perspective in order to gain understanding and managing value co-creation process. We then proposed a conceptual framework to explore value between service provider and the customer when they engage in service use. Based on this conceptual framework, both service provider and customer were placed at the same level of importance as co-creator of mutual value.