Co-creation through non-dyadic service experiences using service design

Area of Science:

• Food Science
• Service Science
• Consumer Behavior

Background:

• Limited research exists on non-dyadic, multi-actor service experiences in the food industry.
• Theories of multi-actor co-creation, service dominant logic, and service experience provide a framework for analysis.
• The meal-kit industry presents a unique context for examining consumer food well-being.

Purpose of the Study:

• To identify stages in meal-kit food preparation and consumption routines.
• To understand how these stages relate to components of Food Well-Being (FWB).
• To explore the co-creation of benefits within the meal-kit service ecosystem.

Main Methods:

• Exploratory study utilizing service design tools: mind maps, prompt cards, cultural probes.
• Cognitive mapping activity combined with interviews.
• Examination of participant food experiences over a one-week period.

Main Results:

• Identified five distinct stages in meal-kit food preparation and consumption.
• Multi-actor interactions, even unexpected ones, contribute to co-creating emotional, social, and cognitive benefits.
• Findings link to Food Socialisation, Food Availability, and Food Literacy within the FWB framework.

Conclusions:

• Consumer interactions with meal-kit services and their network resources shape evolving food experiences.
• These interactions foster an improved consumer relationship with food, predicting enhanced food well-being.
• Insights reveal how service value propositions are adapted based on individual needs and contexts.