ABSTRACT
In service delivery, clients and providers must be ready, willing and able to undertake any tasks necessary to complete the required transactions. As each partner fulfils their required roles, they co-create value (Prebensen et al. 2015; Vargo and Lusch 2008). Clients then assess both the co-creation process and relevant outcomes as they attempt to establish service quality (Tian-Cole and Scott 2004). The goal is to determine the relative quality of the experience. Different elements of the experience are assessed and evaluations about the service are formed (Markus and Zajonc 1985). Was it good or bad? Should it be liked or disliked?
