MUHAMMAD YASIR AMJAD2025-08-062025-08-062023https://escholar.umt.edu.pk/handle/123456789/4532The role of customer participation in technology innovation has gained increasing attention in recent years as a means for firms to create and capture value through their interactions with customers. While prior research has examined the process of value co-creation and co destruction in the context of customer participation in technology innovation, much of this work has focused on the manufacturing and high-tech industries. This qualitative study contributes to the body of knowledge by examining the processes of value co-creation and co-destruction that occur in the context of customer participation in technology innovation.enThesis