Abstract: In service encounters, fuzzy requests from customers bring many challenges to service interaction management. By dynamically portraying the service interaction value co-creation process, it provides a specific perspective for understanding and responding to fuzzy requests. A value co-creation model is built to simulate the process of single-time and multiple-time service interaction on the spot of fuzzy requests. The results show that four typical scenarios of value co-creation are identified through three core judgment conditions. Meanwhile, under the condition of multiple-time service interaction, the service ability of employees who free response to fuzzy requests is averagely uncertain to increase and is variant among employees, while the employees who are randomly regulated or trained by companies can improve their ability as a whole and provide better service quality. This study is the first to elucidate the co-creation process under the abnormal service interaction fluctuation, and illustrates the effectiveness and necessity of the intervention on employees’ coping with fuzzy requests.

Key words: service interaction; fuzzy request; value co-creation; service encounter