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With the impact of the Covid-19 pandemic felt around the globe, consumers look forward to once again being able to engage in communal experiences where relationships with other customers and with service providers are integral parts of ongoing service experiences. The purpose of this study is to provide a framework for service establishments to better understand the communal approach to becoming a service co-creator, helping service providers create more meaningful relationships between their customers when customers are engaging in the service experience in a group and as an individual. We distinguish individual versus group influences that emerge as a result of this unique but growing class of service offerings. We extend knowledge in this area by uncovering the nontangible elements of a co-production experience found to deepen the customer-service provider relationship, which ultimately impacts repeat patronage. We examined these influences in two different co-production environments and subsequently laid the foundation for the need for further research in this area, with the goal of identifying common practices that can enhance co-creation across varied industries.



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