The supplier's contribution to the value co-creation process and the effect on business value

In accordance with a service logic view, value is created and delivered by the suppliers during usage in the customer's process of value creation. This means that the value co-creation opportunities require interactions between the supplier and the customer that must be well connected and coordinated in order to achieve an integrated process of joint value creation. The moments of interaction must be carefully selected and coordinated in order to generate value through the achievement of high levels of customer satisfaction and loyalty. This interaction can therefore be a source of value but at the same time, if mishandled, it can cause destruction of value for both the parties involved, emphasizing the content of all the moments of interaction. The purpose of this paper is to consider the role of the supplier in the process of value creation by highlighting the areas where his/her contribution may have greater impact on customer satisfaction and loyalty, generating a positive (or negative) effect on customer value and, eventually, on the business value. A model will be presented which will explain the main variables involved in the process of generating value for the company through good relations with customers and, in general, with the various stakeholders, and the connections between them