Co-creating the collective service experience

The aim of this article is to identify which consumption practices lead to the co-creation of collective service experiences and to delineate a conceptual framework for their understanding. We use a multiple case vignette approach combining examples from leisure industries described as perfect contexts to study collective experiences. Four case vignettes were selected according to community forms and types as defined by consumer culture literature: Our study identifies and delineates the neglected phenomenon of co-creation of collective service experiences and related practices. It highlights the ambivalence of these practices in terms of the co-creation or co-destruction of the experience and indicates their relative unmanageability. The paper gives voice to an understudied collective phenomenon in service management and provide the building blocks for its conceptualization