Value co-creation for service innovation is a rapidly developing concept in the current competitive market. Prior studies emphasize the conceptual aspects of the value co-creation, with limited research focusing on the interactive effects between firms and their customers created in the process of value co-creation. We propose a framework for synthesizing the interactive concepts associated with service innovation based on the service-dominant logic. We recruited participants (N = 448) from 11 sports clubs in Iran. Results indicated that openness and consumer engagement facilitate value co-creation, which in turn leads to perceived service innovation. Furthermore, perceived brand interactivity moderated the mediating role of value co-creation in the relationship between consumer engagement and perceived service innovation. Results from this research suggest openness and consumer engagement are key antecedents of value co-creation and highlight the significance of perceived brand interactivity and value co-creation in promoting service innovation at sports clubs.

服务创新价值共创是当前竞争激烈的市场中快速发展的理念。以往的研究强调价值共创的概念方面，很少有研究关注价值共创过程中企业与客户之间的互动效应。我们提出了一个基于服务主导逻辑综合与服务创新相关的交互概念的框架。我们 从伊朗 11 个体育俱乐部招募了参与者 ( N = 448)。结果表明，开放性和消费者参与促进价值共同创造，进而导致感知服务创新。此外，感知品牌互动性调节了价值共创在消费者参与与感知服务创新之间关系中的中介作用。这项研究的结果表明，开放性和消费者参与是价值共同创造的关键前提，并强调了感知品牌互动性和价值共同创造在促进体育俱乐部服务创新方面的重要性。