Rated the second worthiest topic to research on, value creation is the ultimate goal of service. Extant literature has offered various insights into how services are co-created. However, to date, very little research has outlined the activities involved in co-creating a unique experience. Hence, this thesis aims to offer insights from both the service providers’ and customers’ perspective in the context of live theatre. The study conducted firmly grounds itself in the Service-Dominant Logic as explicated by Vargo et al. (2010) and aims to explore the ways in which co-creation occurs in an experience medium that is rich in narrative by using Narrative Transportation Theory (Green and Brock, 2000).
This thesis uses an inductive and exploratory single-case study design that aims to gain a deeper understanding of the theatre service providers’ and customers’ lived experience in a world that is seen as inseparable. In accordance to Foundational Premise 10, value is phenomenologically determined by the beneficiary (customers). Hence, to understand this phenomenon, a unique experience is conceptualised as something that is meaningful and vivid to customers and can be offered as a value proposition. This thesis contributes significantly to theory and practice by:
• Developing a hierarchical building block of co-creational activities taken by service providers and;
• Developing a spectrum to delineate the level of co-creation participation by customers and;
• Offering unique experiences as a value proposition to meet the needs and wants of customers.
Hence, this study has provided empirical evidence that builds on existing theory and offers opportunities for further research.