Value co-creation is an imperative practice in the service environment. In some cases it is a condition of quality, but in others it is essential, as is the case in education.

Understanding education as a service encounter does not mean reducing the importance of this activity, but rather qualifying its practices within known parameters and predetermined quality. Based on the Self-Determination Theory, the authors present an ethnomethodological analysis of the co-creation of value in the Administration course.

The precepts of the Dominant Service Logic in Marketing are applied here using the technique of vignettes to address student perspectives and their understanding of the scenario. The results particularly highlight the role of self-determination as a central element for co-creation, through intrinsic motivation (desire to learn) in its tenuous relationship with extrinsic motivation (evaluation).

It is identified that students may or may not be predisposed to co-create, which manifests itself in three behaviors to be aware of in the reading. We recommend this book to those interested in understanding the Dominant Logic of Service in Marketing and its foundational premise of Value Co-creation.

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