Advancing Service Science with Service-Dominant Logic

Abstract

Service Science is an interdisciplinary effort to understand how service systems interact and co-create value. Service-dominant (S-D) logic is an alternative perspective to the traditional, goods-dominant (G-D) logic paradigm, which has been recognized as a potential theoretical foundation on which a science of service can be developed. While there are efforts to support and develop an S-D-logic-grounded service science, the paradigmatic power of G-D logic remains strong. This is evidenced by several recurring misconceptions about S-D logic and its application in service science. This chapter aims to guide the advancement of an S-D-logic-grounded service science by clarifying several misconstruals associated with S-D logic and moving forward with the formalization of key concepts associated with S-D logic and service science.