co-destruction, co-creation, financial crisis, banks, misbehavior conduct


Business | Marketing


This paper aims to comprehend co-creation/co-destruction value by studying in details the misbehavior incident between Lebanese private banks customers and frontline staffs during the financial crisis. The collected data includes 45 interviews in total, 20 frontline bank employees and 25 customers by structured interviews. The qualitative approach applied the thematic analysis (TA) to answer the research queries and A NVivo 11 software is applied to analyze the data coding. Findings indicated that co-creation exist when there is an effective communication between bank customers and frontline employees and when clients are delighted and feel valued while meeting his service. Co-destruction came from rude employee behaviors, restrictions on withdrawals and implementation of other unexpected capital control measures, rigid system and consumers’ want for revenge. Practical implications suggest educating and training, staffs to be more helpful toward bank customers. Communication between banks and clients must boost client appreciation and happiness. This study is considered one of the few studies in applying a social platform perspective to discover front line employee and customer experiences of misbehavior incidents during banking service encounters in the financial crisis.

Author ORCID Identifier

Soumaya Kaakour - https://orcid.org/0000-0002-3637-5707

AlaaEldine Abbass Ali - https://orcid.org/0000-0002-7927-4017



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Marketing Commons



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