Actor’s personality traits and value co-creation (VCC) – evidence from the service sector

Purpose This study aims to investigate how specific personality traits can enhance value co-creation (VCC) encounters, specifically focusing on actors’ interactions within service contexts. Design/methodology/approach Using qualitative methodologies, including in-depth interviews, focus group discussions and participant observation, this research aims to elucidate the role of personality traits in VCC. Findings Identified traits such as approachability, transparency, understanding, attention to detail and confidence are essential for optimizing the VCC experience in service environments. Research limitations/implications The study focuses on employee–guest interactions within Ghana’s service sector limits generalizability and suggests a need for research across diverse service contexts. Practical implications Insights derived from this study can inform managers on leveraging specific personality traits to enhance VCC, thereby improving profitability and achieving a competitive advantage in the service sector. Originality/value This research extends existing service literature by identifying five key personality traits necessary for VCC within the service sector. By framing these findings within a broader context, the study offers a robust model applicable to practitioners beyond the service sector.