From Repeat Patronage to Value Co-creation in Service Ecosystems: A Transcending Conceptualization of Relationship

Abstract

This article anchors a special issue on a service-dominant logic perspective on relationship, stemming from a special session at the 9th International Conference on Relationship Marketing in Berlin in 2009. It also proposes and elaborates a service-dominant-logic-based, transcending conceptualization of relationship that was the basis for that special session and links it to a model of service ecosystems through which value creation can be better understood and, thus, businesses can be better informed.