Co-destruction of value in context: Cases from retail banking

S Worthington, Mark Durkin

Research output: Contribution to journalArticlepeer-review

541 Citations (Scopus)


While both service organisations and consumers can co-create value they canalso co-destroy value. This paper explores the concept of co-destruction of valuethrough the use of case studies from personal retail banking and illustrates suchco-destruction through examples of irresponsible borrowing and irresponsiblelending. A conceptual model is proposed which captures the dyadic relationshipbetween banker and customer and highlights where potential for co-destructionof value can be found with respect to the orientations of bank and customerManagerial implications are discussed.
Original languageEnglish
Pages (from-to)291-307
Journalthe Marketing Review
Issue number3
Publication statusPublished - 2012


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