... area of focus for transformative services. The concept of involvement is also an emerging concept of importance to the understanding of gamification and serious games for well-being; yet, there are limited studies that have investigated its role in perceived value relationships in this setting...

...-creating services in the set of 80 qualifying articles. Findings The study reduces conceptual pluralism by establishing different forms of co-creating services and developing an explicit definition of co-creation in services. The authors develop an integrative framework that recognizes involvement...