The Phenomenology of Value Co-Destruction: An Exploratory Examination

Publication Date

2-16-2026

Document Type

Article

Publication Title

Journal of Quality Assurance in Hospitality and Tourism

DOI

10.1080/1528008X.2026.2632197

Abstract

This study advances the literature on value co-destruction (VCD). Its purpose is to shed light on the phenomenology of VCD so as to better understand its manifestations. Drawing on the critical incident technique (CIT), this study analyzes 45 customer-witnessed critical incidents of value co-destruction (VCD) in coffee shop settings. Data collection and analysis proceeded until thematic saturation was reached. Two independent coders conducted iterative inductive coding, with a third coder resolving discrepancies through consensus. An iterative content analysis reveals four overarching categories of VCD (Rudeness, Rules, Communication, Theft) and three subcategories of Rudeness (Spatial Rudeness, Messiness Rudeness, Loudness Rudeness). Rudeness emerged as the most prevalent of the four main categories. In addition to these categories, this study reveals three critical components that seem to shape VCD episodes: (1) the intentionality of the behavior, (2) the impact on bystander customers, and (3) the presence of anger. As such, this study contributes to the VCD literature by (a) offering a parsimonious and empirically grounded typology of VCD that captures a broader range of customer misbehaviors and contextual variables than prior conceptual models and (b) providing practical insights by identifying actionable strategies–based on respondent reflections–that service providers can implement as they anticipate, mitigate, and manage VCD incidents. Finally, by centering the customer-as-witness perspective, this study highlights the social and systemic nature of VCD, thus broadening its theoretical scope and managerial relevance.

Keywords

critical incident technique, Problem customers, service quality management, value co-destruction

Department

Marketing and Business Analytics

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