Service-to-service co-creation of value at music festivals

The notion of co-creating value has gained considerable attention in the service marketing discipline. Service-dominant (S-D) and customer-dominant (C-D) logic in marketing particularly emphasise the active role of customers in the co-creation of value. Further, theoretical insights are needed into the process of value co-creation, specifically, serviceto-service (S2S) value co-creation in socially dense service settings and network environment. In this study, S2S value co-creation is explored in the context of music festivals in Australia, using the concept of ‘S-D logic’ as a theoretical lens. This study employs a qualitative approach, with Twitter data collected in three phases. Approximately 1.4 million tweets were collected for five major music festivals in Australia. The data were collected in three phases (pre-event, during event and postevent). Themes that emerged through a network analysis explain the behaviour and trends in S2S value co-creation in music festivals. Thematic network analysis helped in understanding the process on value co-creation in service systems of music festivals. The results of this study are shaped into reflections on ten foundational premises of S-D logic, to analyse how closely they hold true with reference to the outcomes of this study. Further, a new foundational premise for S-D logic is proposed based on the understanding and knowledge around S2S interaction that emerged as a result of this study. The implications for S2S value co-creation in complex network environments are discussed. A theoretical contribution is made to the body of knowledge in service marketing, particularly in S-D logic, by advancing understanding of S2S value co-creation.