The value co-destruction process has been heavily studied in recent years. However, most studies have focused on the value of co-destruction's emotional and behavioral consequences without considering its psychological impact on consumer behavior. This study bridges this research gap by examining consumer alienation as a fundamental psychological state that underpins the value co-destruction process. Its primary objective is to delve into the significance of alienation within retail banking, uncovering its underlying causes and consequences. Furthermore, the study examines how the external locus of control affects the behavior of alienated consumers. The data were collected from 211 French retail bank users. Structural Equation Modeling was used to test the hypotheses. The study showed that consumers’ discontent, perceived differential treatment, and financial distress lead to value destruction and influence consumer alienation toward retail banking service providers. A high level of alienation leads to payment delinquency, negative WOM, and switching intentions to internet-only banks. The external locus of control moderates these relationships. By identifying the antecedents and consequences of consumer alienation in retail banking, this study provides practical advice to retail banking providers on retroactively identifying alienated consumers. This study provides ideas on restoring lost value, retaining customers, and preventing them from switching to internet-only banks. Our research enriches the Service-Dominant Logic theory by exploring the role of consumer alienation on the value co-destruction process. It enhances the understanding of consumer alienation in retail banking.

近年来，价值共毁过程得到了深入研究。然而，大多数研究都集中在共同破坏的情感和行为后果的价值上，而没有考虑其对消费者行为的心理影响。本研究通过将消费者异化作为支撑价值共毁过程的基本心理状态进行研究，弥补了这一研究空白。其主要目标是深入研究零售银行业务异化的重要性，揭示其根本原因和后果。此外，该研究还探讨了外部控制点如何影响疏远消费者的行为。该数据收集自 211 家法国零售银行用户。使用结构方程模型来检验假设。研究表明，消费者的不满、感知到的差别待遇和财务困境会导致价值破坏，并影响消费者对零售银行服务提供商的疏远。高度的疏离会导致付款拖欠、负面口碑以及转向纯互联网银行的意图。外部控制点调节这些关系。通过确定零售银行业消费者疏远的前因和后果，本研究为零售银行提供商追溯识别疏远消费者提供了实用建议。这项研究提供了恢复损失价值、留住客户以及防止他们转向纯互联网银行的想法。我们的研究通过探索消费者异化在价值共毁过程中的作用，丰富了服务主导逻辑理论。它增强了对零售银行业务中消费者异化的理解。