REVISITING SERVICE DOMINANT LOGIC: A CONTEMPORARY PERSPECTIVE ON VALUE CO-CREATION

Purpose – To investigate the concept of Service-Dominant Logic within a value co-creation framework. From this point of view, a representation on how S-D Logic redefines the co-creation process will be provided, along with the roles of actors engaged into the process of value co-creation. Methodology/approach - This paper aims to explore and highlight the relevant definitions, existing frameworks, theories and models by using qualitative research methodology. From this point of view, a systematic literature review regarding existing papers on Service-Dominant Logic and value co-creation processes has been performed. Findings – Through this literature review, in this paper we identify key themes and patterns which emphasize the use of Service-Dominant Logic principles and its relevance for the current research stream. Research limitations/implications – The main limitation of this research is related to the fact that in order to understand Service-Dominant Logic, the methodological approach was based only on secondary data from the existing literature. While the qualitative approach provides a comprehensive understanding of the analyzed concepts, it also requires the need of filling the gap in terms of quantitative validation by using primary data. Practical implications – From the practical point of view, implementation of the Service-Dominant logic within various industries has been highlighted. Customers engagement, enhancing innovation activities or processes and service delivery represent few of the most important practical implications strengthened by S-D Logic implementation. From this perspective, practical and existing examples have been provided, such as innovative marketing strategies, user involvement into content generation within music industry platforms, healthcare collaborative patterns. Originality/value – This article contributes to the existing body of knowledge by providing systematic literature review in order to highlight practical applications of the S-D Logic and to emphasize its relevance for the value co-creation field of research.