Exploring a Group Service Experience - An Approach to Capture the Dynamics and Implications of the Co-Creation Process

Abstract

This conceptual paper explores the dynamics and implications of group behaviour for the joint consumption of a service. It conceptualises an approach to balance, influence and manage the creation of a service experience during its different phases of group dynamics. Particular attention will be paid to the connection between the service creation and the changing relationships between the group and the service provider due to the influence of group dynamics. The paper commences with a brief literature review on group dynamics research and highlights the provider's particular challenges in a group experience, then looks into group characteristics and explains the group dynamics and the co-creation process in a joint service experience. It concludes with management implications and a brief summary.