Abstract
Background: Transformative services intended to improve consumer well-being can paradoxically result in harm (co-destruction), especially during vulnerable life transitions. Limited research examines the antecedents and processes underlying the shift from co-creation to co-destruction, and how this contributes to consumer ill-being and lasting regret.
Aim: This study investigates the mechanisms triggering co-destruction within transformative services and explores the enduring psychological effects, particularly life regret, among consumers navigating life transitions.
Methods and Approach: The research draws from theoretical developments in transformative service research and value co-destruction, which identify personal and systemic factors contributing to consumer ill-being (see Anderson et al., 2013; Gummerus et al., 2024; Lumivalo, Tuunanen & Salo, 2024). Given the personal nature of co-destruction and ill-being, qualitative methods were employed. Semi-structured convergent interviews captured nuanced lived experiences from 30 Australian consumers who engaged transformative services across multiple contexts. Thematic analysis using Braun and Clarke’s (2022) approach identified key personal and systemic triggers of co-destruction, tracing their impact on consumer decision-making, ill-being and life regret outcomes.
Results and Findings: Lingering ill-being in the form of life regret was evident in 27 cases. Co-destruction stemmed from personal behaviours (intentional ignorance, decision deferral) interacting with systemic factors (time pressure, information withholding, siloed communication, gaslighting), exacerbating consumer vulnerability during a life transition.
Conclusions, Implications and Real World Impacts: The findings provide service providers with clear entry points for intervention, pointing to strategies for enhancing organisational transparency and relational trust to mitigate co-destruction and improve outcomes for consumers experiencing vulnerability.