Value creation is one of the main theoretical constructs in recent service research in marketing discipline. Value creation together i.e. value-co-creation with the customers, both B2B and B2C, is popular topic in the marketing practise today. While theoretical discussion has been vivid especially on value co-creation in the recent years, the traditional marketing terminology still implies the firm‘s dominant position in value creation.

In this article, we suggest that adding the analysis of value creation and co-creation from a sphere perspective supports the analytical construct of value creation and co-creation. The literature on the service-dominant logic (SDL) highlights that service is ultimately experienced by the customer through diverse resource integration activity. In a complex service setting, there are stakeholders, also other than customers, that bring value to the joint service sphere. We examine how the different actors of the joint service sphere contribute to the value creation and to the service experience of the customers. Consequently, we use the joint service sphere concept as an analytical tool to elaborate on the customer‘s and service provider‘s roles in the value creation in the studied cases. The article has practical implications through the two real-life case studies. We will provide an empirical examination of two different socio-technical systems: firstly, the traditional face-to-face system and secondly, the on-line virtual one.