Abstract
The purpose of this paper is to explore individuals’ activities related to their own well-being and how these activities are linked to individuals’ value ex periences while improving their well-being. To address a need to move away from a service firm’s viewpoint, the authors adopt the customer-dominant (C-D) logic perspective of services. The analysis of individuals’ narratives reveals core, related and other activities following the idea of C-D logic, and a framework for value experience of three different types of individuals namely ‘Want to do’, ‘Need for motivation’ and ‘Have to do’. Theoretical and practical implications to service marketing suggest to shift the focus from a service firm’s view to individuals’ lives and processes, and to provide a fresh view to the role of individuals to control their value experiences through activities
