A Meta-Synthesis of the Integrated Model of Customer Value co-Destruction and Value co-Creation

Considering that the Internet and the advancement of technology have created very advanced infrastructures for the interaction between organizations and customers, and both value creation and value destruction are two inseparable components of the relationship between the customer and the organization and the interactive process between the two. Two general issues have been examined and researched in this research, firstly, there is no integrated and comprehensive point of view regarding co-destruction and synergy of value, and secondly, the definition of co-destruction of customer value, which is defined as inefficiency of co-creation, should be changed. Redefine this term. In this research, by examining 157 articles using a meta-combination method based on the Hoon model, the results were obtained that the co-destruction of customer value precedes the co-creation of customer value, and in order for organizations to create co-creation of customer value, first of all, there is a need for its inhibiting factors, i.e. Identify the factors that cause the co-destruction of customer value and take steps to improve the value perceived by the customer by using appropriate strategies to control these factors so that ultimately the co-creation of customer value is created. In this regard, it is possible to redefine both creation and destruction of customer value, and appropriate measures to reduce the wastage of financial, time and credit resources can be put on the agenda.