Co-destruction of value in context: Cases from retail banking

While both service organisations and consumers can co-create value they can also co-destroy value. This paper explores the concept of co-destruction of value through the use of case studies from personal retail banking and illustrates such co-destruction through examples of irresponsible borrowing and irresponsible lending. A conceptual model is proposed which captures the dyadic relationship between banker and customer and highlights where potential for co-destruction of value can be found with respect to the orientations of bank and customer. Managerial implications are discussed.