The intermediator role in value co-creation within a triadic business service relationship

Triadic approach is utilized here to enhance understanding of the mediator's role and activities to facilitate value co-creation in a triadic setting. We identified the following activities as relating to the facilitator role: 1) elucidating, that is, matching customer and service provider processes through value propositions; 2) speeding up service processes, by reducing the number of transactions, adjusting resources or processes serving the final customer, facilitating decision-making processes, and prioritizing service tasks; and 3) spreading the word on positive experiences by referencing and giving sales-related support during bidding processes. The conciliator role is important in service recovery and manifests in offering solutions, collecting external resources, collecting and communicating feedback, speeding up communication in general, highlighting realities to the end customer and prioritizing end customers in force majeure situations. The paper offers several managerial implications that are relevant especially for service businesses in a triadic setting.