Integrating Customer Experience and Value Co-Creation in Public Services

In the context of public services, customer value emerges as a subjective construct, shaped primarily through the interaction and experiences of customers with service providers. Value is co-created when customers actively participate as co-producers and co-designers of the service they receive. This co-creation emerges when customers engage in co-production and co-design, taking an active role in service delivery and shaping the value they experience. This shift reflects broader societal changes, the rising significance of customer-centric approaches, and the profound transformative effects of digitalization. The aim of this review paper is to explore how customer experience and value co-creation can be more effectively integrated within public services. Drawing on contemporary research, the paper highlights the importance of adopting a customer journey perspective, which means systematically mapping and evaluating customer interactions throughout the service lifecycle. By examining the evolving relationship between customer experience and value creation, this paper provides insights into how public service providers can better adopt customer-centric approaches to improve service quality and maximize value. The findings emphasize the critical importance of fostering active customer participation to enhance service quality, build trust, and create a more engaging and meaningful public service experience.