Purpose

This paper aims to explain the development of the dialogical conference, develop a framework for understanding the social construction of the dialogical conference and provide research priorities for further developing the practice in the services marketing discipline.

Design/methodology/approach

The growing challenge for service researchers is to generate new theory and knowledge to solve complex problems. Dialogical conferences offer an avenue to develop solutions in response to this challenge. Value co-creation provides a useful lens through which to view dialogical conferences. We draw on Ranjan and Read’s (2016) value-in-use and value co-production and Ramaswamy and Ozcan’s (2018) interactive engagement platforms for value co-creation. Mindful of the contributions of both, the paper presents an integrative framework that describes the relationships between the concepts to provide a firm grounding for developing dialogical conferences.

Findings

By mapping value co-creating activities in dialogical conferences according to the APPI framework – artifacts, persons, processes and interfaces – on to value-in-use and value co-production, we propose a new category of value-in-use, equality, to the conceptualisation of value co-creation outcomes. Equality in contribution, attribution and effort is under-represented in value co-creation.

Originality/value

Dialogical conferences are increasingly important for knowledge generation and creating potential for action, yet are underexplored in service research. This paper contributes to the literature by using service logic and dialogical conferences to extend our knowledge of value co-creation interactive platforms and outcomes. Second, we demonstrate the value of dialogical conferences for facilitating meaningful service research and knowledge development. Finally, the authors identify research priorities to encourage further work on extending the understanding and application of dialogical interactive platforms and value co-creation to enable the service community to be responsive in solving complex problems through service offerings.

中文翻译：

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思想交汇：对话会议中价值共创的研究重点

目的

本文旨在解释对话式会议的发展，为理解对话式会议的社会建构建立一个框架，并为进一步发展服务营销学科的实践提供研究重点。

设计/方法/方法

服务研究人员面临的日益严峻的挑战是产生新的理论和知识来解决复杂的问题。对话会议提供了一种途径来制定应对这一挑战的解决方案。价值共创提供了一个有用的镜头，通过它可以查看对话会议。我们利用 Ranjan 和 Read (2016) 的使用价值和价值联合制作以及 Ramaswamy 和 Ozcan (2018) 的互动参与平台进行价值共同创造。考虑到两者的贡献，本文提出了一个综合框架，描述了概念之间的关系，为发展对话会议提供了坚实的基础。

发现

通过根据 APPI 框架将对话会议中的价值共创活动——工件、人员、流程和界面——映射到使用价值和价值共同生产，我们提出了一个新的使用价值类别，平等, 到价值共创结果的概念化。贡献、归因和努力方面的平等在价值共创中没有得到充分体现。

原创性/价值

对话会议对于知识生成和创造行动潜力越来越重要，但在服务研究中却没有得到充分探索。本文通过使用服务逻辑和对话会议来扩展我们对价值共创交互平台和结果的了解，为文献做出贡献。其次，我们展示了对话会议在促进有意义的服务研究和知识发展方面的价值。最后，作者确定了研究优先事项，以鼓励进一步开展工作，扩展对对话交互平台和价值共创的理解和应用，使服务社区能够通过提供服务来解决复杂问题。