The information professional and the co-creation of value in information services: theoretical contributions

Silveira, Murilo Mauro; Varvakis, Gregório

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RDBCI: Revista Digital de Biblioteconomia e Ciência da Informação

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Article • Rev. Digit. Bibl. Cienc. Inf. 20 • 2022 • https://doi.org/10.20396/rdbci.v20i00.8670520 copy

The information professional and the co-creation of value in information services: theoretical contributions

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Introduction:

The co-creation of value is a relevant factor for the development of better informational services provided by libraries. These services require reassessments of processes that involve their various participants. The co-creation of value offers opportunities for better integration between provider and user of information services. In this aspect, the question is how to understand the participation of the participants in this process.

Objective:

The objective of this study is to build a theoretical framework that allows the investigation of the processes of co-creation of value in informational services from the perspective of the service provider (information professionals/library). It is justified by the lack and lack of understanding of how the co-creation of value in libraries occurs, mainly on the aspects of providing informational services.

Methodology:

It is a theoretical essay, of a conceptual and analytical nature.

Results:

As a result, through national and international literature reviews, it was possible to delimit the study scenario, which resulted in a structure of connections, which enabled the construction of the frame of reference.

Conclusion:

It is concluded that the frame of reference can contribute to the theoretical advance and development of studies that allow the investigation of the processes/elements of co-creation of value of the users, and perhaps the construction of models and the management of these elements.

KEYWORDS
Co-creation of value; Information services; Information professionals.

Service Provider Reference Framework
Dialog - How do you engage the user in a two-way dialog?
Resources	What?	Why?	Importance?	Question	Theoretical Principles
Tangibles
Installation	Library Physical Resources	A deep dialogue between library and user is needed, for this, this organization must foster the interaction between user and library through its resources.	Improve library facilities by getting to know the views of the user and librarian. The joint dialogue allows co-creation of value between the benefits to the user, and the return to the library.	How does the dialogue about the condition of the library facilities take place?	The customer is encouraged to communicate with the provider about any and all aspects of the service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Collection	Information resources available to users (books, magazines, e-books, etc.)	Recognize the co-created value in user-librarian interaction about library resources	Determining collection advancement and development based on user interests requires a two-way dialogue to understand what the user needs in terms of information requirements and the librarian needs in terms of the stock of information in the library.	What communication strategy does the library use to understand the user's information needs regarding collection building?	There is interest from the company to communicate with me about the best ways to craft and deliver a quality service experience. (BECKER et al., 2016BECKER, L. C. B.; SANTOS, C. P. dos; NAGEL, M. de B. A relação entre os elementos da co-criação, satisfação e confiança no contexto de serviços. REMmark - Revista brasileira de marketing. São Paulo, v. 15, n. 2, p. 263-280, 2016.).
Information Technology (IT)	Technological resources	Technologies are volatile and the library must share and absorb knowledge about technological advances that benefit both.	The dialogue between user and library regarding technologies enables the library to recognize, develop, and provide the tools that users need (usability).	How does the library interact to be able to identify the IT resource needs of its users?
Environment	Organizational scope	A good environment enables a dynamic that users can co-create value.	Improving the relationship between the user and the library requires a context that is open to dialogue, to allow for progress and development. It is important to know what the user observes about bureaucracies, obstacles, dynamics, etc., that do not allow co-creation.	How does the library ensure that its environment enables a two-way dialogue for value co-creation?	Does the customer have many opportunities to share their ideas with the provider about adding value to the service experience? (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Intangibles					Do the provider and the customer have active dialogue about how to add value in the service experience? (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Ability	Tendency and willingness of employees to serve or solve your users' problems as quickly as possible	Responsiveness, adaptability, and flexibility are inherent to librarians' abilities in service delivery.	Co-creating value between the user's perception of the librarian's skills is a pre-requisite for the library to identify what professional skills are needed to provide services. The dialogue between user and librarian is necessary to understand what skills are needed to best provide information services.	What interlocution strategy does the library use to identify the skills needed by information professionals and the interests of the user?
Experience	Knowledge gained through previous experiences.	Experience is part of the professional load in terms of service delivery practices. It is about assurance, confidence in reducing errors.	Users need quality services, so the expertise of the professionals is important. The dialogue between the parties, benefits the library in terms of recognizing what experiences are needed to improve the service. The user benefits from more accurate service, with reduced errors.	How does the library facilitate dialogue to recognize librarians' experiences in service delivery?
Empathy	Ability of the staff to show that they understand the needs and show the users total affection.	Understanding the needs of users and the resources of professionals allows both to benefit in the process of co-creation of value.	Empathy is important so that users and librarians can find solutions for as many of their needs as possible. This requires a willingness to put oneself in the other's shoes and a sense of affection in helping.	In what ways does the library have feedback channels that allow for closer dialogue with the user?	In-depth dialogue with customers’ demands a lot of time. How can my company interact intensively with each consumer and maintain operational efficiency? (PRAHALAD; RAMASWAMY, 2004).
Availability	Staff always available to whoever needs them in the course of their duties.	Being available in terms of time and willingness allows the user to better utilize the service and co-create value in the adequacy of the library's functioning.	The dynamics of pre-established time for user service is problematic, time is increasingly volatile, needs are diverse, and the library must be available for this new context. Dialog allows us to understand which availability is appropriate for both.	How does the library interact with the user to act on the availability of hours and resources for service delivery	Dialogue with me is promoted by the company to learn more about my reaction towards the service experience. (BECKER; SANTOS; NAGEL, 2016).
Access - How do you allow users to access library information?
Resources	What?	Why?	Importance?	Question	Principles
Tangible
Installation	Physical resources of the library	Access to information that deals with changes, adaptations, resources, allows the services to be better evaluated, to the point that co-creation is based on the user's participation in decision-making in this area.	The facilities are relevant to the user and librarians, providing access to planning, control of this resource benefits both the library in terms of direction, economy to better serve the user, as well as, the user, who benefits in meeting their needs in terms of adequate physical resources.	How does the library allow user participation in the adequacy of the facilities?	The provider allows the customer to decide how to receive the service offering. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Collection	Information resources available to users (books, journals, e-books, etc.)	Access to information about the creation and development of collection formation policies allows the user to recognize the dynamics in the formation of the collection and to contribute to a better adaptation.	The co-creation of value by both allows the formation of a more dynamic and useful collection as to the informational needs of the users, and economy on the part of the library	How does the library provide access to users regarding the formation of collection development policies?	Transparency allows customers to interact with the company in potentially intrusive ways. How much access in the supply chain do I allow customers to participate? (PRAHALAD; RAMASWAMY, 2004).
IT	Technological resources	The access to information that permeates the use of technologies in the library environment allows the library to build a technological environment focused on the interest and use of users in terms of usability.	Allow the user to have access to information about the application of technologies in the library, so that he or she can understand the services provided and the technologies available, as well as contribute to their improvement.	How does the library provide access to information regarding the use of technology for the delivery of information services?	The customer has many options to choose how they experience/live the service offering. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Environment	Organizational scope	The formation of a suitable environment requires the participation of the user in the formulation of strategies to improve the organizational environment.	The asymmetry of information between user and library when forming the organizational environment is important for the organization to create value in the user's perception of the organizational environment, the user also creates value in perceiving dynamics that benefit them in terms of a better environment in meeting their information needs.	How does the library ensure that its users participate in creating an improved environment appropriate to their information needs?	The company provides many options for me to choose how I experience and live the service offering. (BECKER; SANTOS; NAGEL, 2016).
Intangibles
Ability	Staff's tendency and willingness to serve or solve its users' problems as quickly as possible	Access to the processes of professional training of librarians allows the library and users to contribute to the choices of courses/training they believe are necessary to better serve their needs and those of librarians.	Co-creating value between the user's perception of the librarian's skills is a pre-requisite for the library to identify what courses, training is needed to better serve their information services. Access between user and librarian is necessary to understand what skills are needed to co-create value.	How does the library provide information about the skills and professional development of librarians?	According to Prahalad and Ramaswamy (2004)PRAHALAD, C. K.; RAMASWAMY, V. Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, [S.l.], v. 18, n. 3, p. 5-14, 2004., access can take place with respect to information, as well as access to tools, lifestyles, among others, to co-create value
Availability	Staff always available for whoever needs them in the course of their duties.	Access to the availability of information professionals in the provision of information services allows the user to create value in understanding the interest of the professional in serving them, in terms of time.	Information about the availability of librarians in terms of time is important so that the user knows the limitations of human resources in providing services and can better adapt. The library benefits from understanding the user's needs in terms of time.	How does the library provide access to information about the availability of its staff?	It is easy for the customer to receive the service offering when, where and how the customer wants (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Risk: How does the library assess risks that could cause harm to users?
Resources	What?	Why?	Importance?	Question	Principles

Tangible
Installation	Physical resources of the library	The recognition of physical risks (ergonomics, unhealthy, hazardous) in using the library, allows the manager to adapt to the most latent interests for improvements in its physical structure.	The users' values in this regard allow the allocation of resources to minimize risks and co-create value for both.	What potential risks does the library have in allowing user participation in the co-creation of value regarding the appearance of the facilities?	Discussing options openly gives clients some control over the risks they take, but not necessarily the liabilities. Where do I delineate acceptable risks, and where do my legal responsibilities begin and end? (PRAHALAD; RAMASWAMY, 2004).
Collection	Information resources available to users (books, journals, e-books, etc.)	The assessment of the risks pertinent to the formation of the collection together with the users may incur in problems in the development of the collection because the users do not have technical knowledge.	It is important to assess the risks of developing a collection that is inadequate to the users' needs. The user must participate in the collection evaluation and adequacy processes to minimize risks.	How does the library allow users to participate in shaping evaluation about collection development?	The provider provides the tools and support necessary for the customer to make fully informed decisions about whether to participate in the service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
IT	Technological resources	There are risks in not adapting IT resources and making them obsolete when users do not know the implications of the use of technologies.	It is important to evaluate if the users understand the technological resources offered and if the evaluation methodology is adequate.	How does the library evaluate the use of IT resources to reduce the risk of obsolescence?	The customer receives comprehensive information regarding the risks and benefits of the service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Environment	Organizational scope	There may be risks in providing an inappropriate environment for users. Co-create value in this aspect can minimize risks regarding the user's perception in the provision of inadequate services, inflexible to change, bureaucratic, etc.	To evaluate the risks regarding environmental aspects allows the library to improve its services in environments that are more adequate to the users' interests. The user, in turn, better benefits from a better environment.	How does the library assess the risks involved in developing the right organizational environment for value co-creation?	The provider provides the customer with comprehensive information regarding how risks and benefits have been assessed for service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Intangibles
Ability	Staff's tendency and willingness to serve or solve its users' problems more quickly.	There are risks through managers not knowing the skills and learning of employees. Assessing the skills enables one to recognize professional limitations and propose improvements.	There is a risk in not knowing how to assess the skills of the staff, to the extent that the user may be harmed by poor service delivery. Co-creation occurs when the user participates in the skills assessment process.	How does the library assess the skills of librarians and allow the user to participate in the assessment tool?	The provider is very clear and factual about both the negative and positive factors associated with the service offering. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Availability	Staff always available for those who need them in the course of their duties.	There may be risks through the user not knowing about the library's availability to provide its services (hours, disclosure, specification).	It is important to improve the communication between the user and the availability of professionals to better assist in information services. Co-creation of value can allow the library to better communicate by understanding how users are informed about the availability of professionals	How does the library evaluate the communication processes between the availability of the professionals in serving the users?
Transparency: How the library makes information available to users
Resources	What?	Why?	Importance?	Question	Principles
Tangible Resources
Installation	Physical resources of the library	Transparency in the information provided about the library facility allows the institution to offer physical resources appropriate to the users' needs. Users benefit from the knowledge and use of the resources offered.	It is important that the user has knowledge about the physical resources available to better use them, co-create value in this aspect benefits the library regarding the adequacy of the facilities to the user, and the user benefits in knowing the resources and propose improvements.	How transparent is the library in providing information about the physical resources offered and how the user participates in this process.	The customer is given free access to information that can be useful in improving the overall design and delivery of the service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Collection	Information resources available to users (books, journals, etc.)	Being transparent about the processes surrounding the collection allows both parties to co-create value to improve the collection and its use.	It is relevant that both visualize the processes that involve the development of the collection, because the library directs the efforts (financial, staff,) to improve the collection, and the user benefits from the information resources that are more adequate to his/her reality	How does the library transparently communicate information about user needs to form the collection?	The customer and the provider are treated as equal partners in sharing information that is needed to achieve a successful service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
IT	Technological resources	IT resources should be made available so that users are aware of the tools that may be useful	Transparency of information about IT resources is important for better information services, since technologies are increasingly changeable and renewable.	How does the library update and make available information in terms of IT resources in the value co-creation process?	I have free access to information that can be useful in improving the delivery of the service experience.
Environment	Organizational scope	The organizational environment can serve as a reason for choosing to use the library and develop the co-creation of value. Making information about the environment transparent enables more users to be reached.	It is important to know and be transparent about the organizational environment so that the user knows the institutional limits and does not harm his expectations about the provision of services.	How does the library inform its users regarding transparency of information in relation to the organizational environment.	(BECKER; SANTOS; NAGEL, 2016).
Intangibles					The provider fully discloses to the customer information that can be useful in improving the service experience outcomes. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).
Skill	Staff's tendency and willingness to serve or solve their users' problems as quickly as possible.	The library can benefit from knowing the processes of value co-creation in terms of transparency of the information collected in the employee learning process.	The processes of co-creation of value between user and professional as to the skills of the professionals must be clear so that both recognize the needs for improvement in order to provide qualified information services.	How to enable the user to know the training processes of information professionals?
Experience	Knowledge gained through previous experiences.	Experiences are necessary to better serve. Being transparent about the experiences of the staff is effective so that users can recognize experiences that can help them in their search for information, and also so that the library can direct its services based on the experiences of the staff.	It is important to inform the experience of the professionals (areas of thematic interest, languages, techniques, etc.) so that the user can be better served.	How does the library present the experiences of its professionals?	Information is disclosed to me that can be useful to improve service experience outcomes. (BECKER; SANTOS; NAGEL, 2016).
Empathy	Ability of the staff to show that they understand the needs and show the user total affection.	Co-create value in terms of empathy is to put yourself in the other's shoes. Being transparent in this aspect allows each one to understand the context experienced. On the library side, understanding the diversity of the users, and on the user side, understanding the dynamics of the library.	It is important to be transparent in the processes of meeting users' needs. To be empathetic is to provide services that are best suited to each individual user, and at the same time, to realize how much they can benefit from being transparent about their needs.	How does the library identify and publish information needs according to the diversity of its users.	I have free access to information that can be useful in improving the delivery of the service experience. (BECKER; SANTOS; NAGEL, 2016).
Availability	Staff always available to whoever needs them in the course of their duties.	Transparency in terms of availability allows the co-creation of value as to the best direction of services in terms of adaptation of services to users. Services must fit the availability of both (library resources) and the interests of the users.	It is important to be transparent about the availability of the library staff, because it avoids false expectations and worse evaluation.	How does the library make known the availability of its staff in terms of time, costs, and efforts (techniques, tools) to meet your needs.	The provider fully discloses to the customer detailed information about the costs and prices associated with the development and delivery of the service experience. (ALBINSSON; PERERA; SAUTTER, 2016ALBINSSON, Pia A.; PERERA, B. Yasanthi; SAUTTER, Pookie Truly. DART scale development: diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, Bonne, NC, v. 24, n. 1, p. 42-58, 2016.).

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[1] Recognitions: The authors thank everyone who contributed to the study, especially rdbci evaluators and reviewers for their valuable comments and suggestions.