Drawing on customer-dominant logic and running events contexts, this paper develops a customer-dominant framework of value that outlines customers’ interactions with other peers in service encounters and their lifeworld. In-depth interviews, netnography, and observational data uncovered eighteen customer-to-customer value co-creation activities, through which a two-dimensional framework was developed. It represents the multifaceted nature of value formation involving multiple collective contexts. It also adds insights into collective and societal benefits stemming from customer-to-customer value co-creation activities and specifies the different types of service providers’ involvement in such activities. The study concludes with a strategic framework to facilitate customer-to-customer value co-creation.

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Customer-to-customer value co-creation,Customer-dominant logic,Value,Framework,Sports event

• Economics and Business - Social Sciences