Value co-creation and co-destruction dynamics in a service system: contradictions in geocaching

Purpose We propose contradiction as a theoretical lens for explaining the micro-level dynamics of value co-creation (VCC) and value co-destruction (VCD). Although these phenomena are often treated as interconnected, their exact relationship – how they dynamically interact, emerge and evolve in specific service contexts – remains insufficiently theorized and empirically examined. Design/methodology/approach We draw on data from online discussion forums and in-depth interviews with geocachers. Through interpretive content analysis, we identify disturbances such as problems, errors and conflicts. These disturbances are categorized as VCC or VCD tensions from which underlying contradictions are derived. Findings Our study shows how to uncover the dynamics of VCC and VCD in a service system. We identify eight distinct VCC and VCD practices and illustrate the associated contradictory poles embedded in the geocaching context. Research limitations/implications We offer a micro-level analytical approach to studying VCC and VCD within service systems. By integrating the dialectical concept of contradiction, we are the first to explicitly conceptualize and justify its embedded connections with VCC and VCD. Practical implications The findings provide actionable insights for the management of service systems, such as geocaching and related services. By identifying specific contradictions, managers can target interventions that enhance VCC while reducing VCD. Originality/value This research bridges service-dominant logic and dialectical theory to empirically examine the duality of VCC and VCD within a service system. Thus, the study advances the understanding of the dynamics between these two phenomena.