This conceptual paper explores the dynamics and implications of group behaviour for the
joint consumption of a service. It conceptualises an approach to balance, influence and
manage the creation of a service experience during its different phases of group dynamics.
Particular attention will be paid to the connection between the service creation and the
changing relationships between the group and the service provider due to the influence of
group dynamics. The paper commences with a brief literature review on group dynamics
research and highlights the provider's particular challenges in a group experience, then looks
into group characteristics and explains the group dynamics and the co-creation process in a
joint service experience. It concludes with management implications and a brief summary
