Service-dominant Logic Perspective Research Articles

Co-creation of value in a cultural organizations’ ecosystem

From the perspective of Service Dominant Logic (Vargo and Lusch 2018), this research analyzes how co-creation of value develops in a Peruvian cultural ecosystem through analyzing its actor’s engagement, embeddedness, and value-in-context. The findings obtained aim to contribute to the dialogue between S-D logic and Arts Marketing, and to put light on the mechanisms that activate and restrict cultural participation in a service ecosystem. The research consists of a multiple case study which analyzes the Peruvian Puntos de Cultura Network (PPDCN) through 9 of its organizations. Participants include organizational leaders, users, and Network central headquarters’ managers. The instruments were an exploratory survey, semi-structured interviews, and a focus group. The analysis included codification, inter-rater reliability, ‘making-strange tool’ and a meta-matrix. Through the study of the co-creation of value in the PPDCN, findings revealed the following mechanisms for cultural participation: (1) Activation mechanisms: co-production between organizations and users; high leader engagement; cultural identity activities; educative, affective and entertainment-oriented activities. (2) Restriction mechanisms: different institutional logics at any level of interaction: organizations and Headquarters managers, organizations and socio-cultural environment, Headquarters managers and state actors; misalignment of platforms.

Teacher’s service-dominant orientation: scale development and validation

ABSTRACT The literature suggests that the co-creation of higher education value, from the perspective of the service-dominant logic (SDL), begins in the teaching-learning process, and the results of this process shape the entire ecosystem of higher education value for economic and social development. From this perspective, it is important to identify strategic tools that foster the co-creation of services and value during the teaching-learning process. As a contribution, this article presents the first proposal for a scale to measure teachers’ service-dominant orientation (SDO) in higher education. This proposal was operationalised using a literature review and qualitative and quantitative empirical approaches involving six stages and supported by three studies. Conceptualised as a portfolio of interaction capabilities that teachers can strategically develop to foster co-creation in higher education, the Teacher S-D Orientation scale is presented, made up of five capacities: individual interactions (four items), relational interactions (four items), ethical interactions (three items), empowered interactions (three items) and developmental interactions (four items). Considering that from the SDL perspective, the strength of the student-teacher relationship is a decisive factor in co-creation during the teaching-learning process, the external validation of the SDO scale was ensured, with the results suggesting that the teacher’s SDO has a significant impact on the relationship quality in higher education. The scale validation has implications for both marketing and educational literature. The article concludes with recommendations for teachers and management of higher education institutions.

Transformative value, communities and service designs for sustainability

PurposeThe purpose of this transformative service research (TSR) is to apply, innovate on and extend the understanding of service-dominant logic (SDL) perspectives, sustainable service ecosystem design ideas, transformative value and meeting sustainable development goals (SDGs). This study explores these through volunteers’ lived experiences and their perceived health and well-being outcomes in the context of botanic gardens as health-care service settings.Design/methodology/approachA total of 3 UK botanic gardens and 84 volunteers between 22 and 87 years of age participated in this qualitative study. Volunteering stories were collected through emails, telephone exchanges, online and in-person interviews, free-flowing discussion and field observations. These were coded and analysed by using computer-assisted qualitative data analysis software, NVivo 14 Plus and Leximancer. Thematic analysis facilitated the mapping of well-being outcomes highlighting transformative value against existing health and well-being indices.FindingsInsights extend knowledge into SDL, TSR and transformative value experienced by volunteers across three UK botanic garden service ecosystems. Environmental, organisational and personal factors, and physical, mental and social health outcomes are presented to emphasise transformative value experienced, especially in retiree volunteers. Theoretical contribution is in the form of empirical evidence to support and extend insights about transformative value and more so, significant epistemological change and meeting SDGs in botanic gardens. Results add to contemporary TSR on health-care-related well-being outcomes and ideas regarding sustainable service ecosystem design.Research limitations/implicationsIt is recommended that service research be extended across other botanic gardens, as well as other novel underexplored contexts for comparative studies of transformative value. Continued development and consideration of service designs as ongoing efforts to redefine and reimagine services marketing innovation for botanic gardens are recommended. Botanic gardens are complex service ecosystems worthy of rigorous service research to capture and measure the impact and outcome of ongoing work of the sector in advancing SDGs and having a transformative effect on individual and societal health and well-being.Practical implicationsThis study highlights opportunities for greater area-based, coordinated, collaborative, multi-stakeholder services marketing partnerships for strategic sustainable service ecosystem design for the botanic gardens and health-care sectors. These sectors can make better use of service research and marketing to further innovate and co-develop health and well-being strategies, campaigns and opportunities to develop services to transform and influence positive health and well-being outcomes for people. Results reveal greater opportunities for collaborative partnership and services marketing’s role and practice for the ongoing vitality and viability of botanic gardens. Joint efforts would enable innovation on sustainable service ecosystem design, advancing SDGs and improving life on planet Earth.Social implicationsTransformative value linked to newfound life experiences and meaning to life after retiring with a range of factors, and health and well-being outcomes were prominent. Social connections to the wider community were present, revealing links to a range of people who may not have traditionally had contact with botanic garden heritage and their strategic efforts. Therefore, it is services marketing opportunities for botanic gardens that hold one key to greater transformative value, sustainability and greater influence and impact on individual and societal health and well-being.Originality/valueTo the best of the author’s knowledge, this is the first TSR on botanic gardens as health-care service settings, resulting in a conceptual framework on transformative value and well-being outcomes in meeting SDGs. It extends insights on SDL, sustainable service ecosystem design and roles of marketing for the common good. Botanic gardens are unique research institutes, highly acclaimed for research, conservation, education and displays of special botanical collections, as well as providing health care, among other impactful SDG opportunities. This can be made more explicit through ecosystemic thinking, service research and integrated services marketing of botanic garden’ roles and contributions worldwide.

Understanding the complexities of omnichannel retailing through a service-dominant logic framework: exploring the role of digitalization in the retail ecosystem

ABSTRACT Retailing’s digital transformation continues to exert pressure on marketers to effectively design and manage consumers’ shopping experiences. A multi-method research approach was adopted to thoroughly examine the current state of consumer experiences in an omnichannel retailing context. Specifically, a bibliometric analysis of 561 omnichannel retailing articles in the Web of Science database was conducted, revealing a lack of research focused on the service-dominant logic perspective. Therefore, the proposed conceptual framework utilized a service-dominant logic perspective, emphasizing the interconnected roles of various actors in shaping consumers’ experiences and their assessments of value-in-use within complex omnichannel retailing. To the best of the authors’ knowledge, this research is the first comprehensive framework for understanding consumer value-in-use in omnichannel retailing, linking antecedents, consumers’ value-in-use experiences, and consequences for consumers and retailers. In summary, this paper conceptualizes how consumers perceive value co-creation within an omnichannel retail ecosystem, contributing to the development of omnichannel strategies that optimize consumers’ value-in-use across the retail landscape.

Patient influencer: the impact of homophily on value co-creation behaviour in online health communities

ABSTRACT The world has witnessed a rapid rise of online health communities (OHCs) where patients can create a powerful network of support and resources to make a meaningful difference in people’s health lives. Despite this rapid rise, healthcare authorities and organisations are under enormous pressure to create a sustainable environment for OHCs. Prior studies revealed that encouraging patient value co-creation behaviour (VCB) is substantially beneficial for successful OHCs; however, what factors influence these patient behaviours to co-create value is still unknown. To fill this gap, this study uses the service-dominant logic perspective of value co-creation theory and discloses how homophily between patient influencers and patients in OHCs effect VCB. The data was collected through a self-administered survey from 422 patients who are users of OHC in China and was analysed via partial least squares structural equation modelling and fuzzy set qualitative comparative analysis (fsQCA). The results revealed that homophily positively influences VCBs, i.e. participation behaviour (PB) and citizenship behaviour (CB). A parasocial relationship only moderates the relations between homophily and (PB), whereas the influencer ethical interaction capability significantly moderates the relationship of both homophily with patient PB and CB. Furthermore, the fsQCA findings signify the robustness of the study model.

Service-dominant logic perspective on technology-based business incubator

Service-dominant logic perspective on technology-based business incubator

COVID-19 and online education: leveraging service-dominant logic perspective

COVID-19 and online education: leveraging service-dominant logic perspective

Institutions, technology and resource integration in the value co-creation process: a study of service-dominant logic in higher education

PurposeThis paper analyzes the value creation process in terms of the relationships between institutions, technology, integration of resources and contextual value. The study was conducted within an online learning setting in higher education, and utilized service-dominant logic as a basis for analysis.Design/methodology/approachA total of 349 responses were collected through an online survey. After removing data from respondents who did not meet the criteria and outliers, 280 responses were analyzed. Furthermore, six hypotheses were tested using structural equation modeling (SEM) techniques.FindingsThe results confirm that institutions are proven to influence technology and resource integration. The technology significantly affects resource integration and value-in-context. Likewise, resource integration determines value-in-context remarkably. On the other hand, this study found no evidence of the impact of institutions on value-in-context.Research limitations/implicationsThe study has been conducted in the Jabodetabek area, with a sample size of only 280. An extensive survey, including a larger sample size, may reveal a broader glimpse of the value co-creation process of students in higher education institutions. Only three antecedents of contextual value have been explored, namely institutions, technology and resource integration. More strengthening and detailed findings could be derived if the antecedents of the contextual value addressed could be added. In the sampling, the researchers have used non-probability sampling for collecting data due to various constraints. The use of the probabilistic sampling method might have given some new insights to the study and made the sample more representative. The convenient sampling method employed in this study may limit the generalization of this study's findings. Therefore, the findings of the hypothesis test only apply to the selected sample data. Another limitation of the study is that the survey respondents represented an urban Indonesian perspective. So, replication of this study in different areas (e.g. west, east and central Indonesia) would help to generalize the findings. In this study, there is no evidence that institutions have a direct impact on contextual value. The authors suggest reexamining the relationship between institutions and contextual value in future studies.Originality/valueIn particular, the authors have succeeded in designing a new empirical model in higher education based on the perspective of service-dominant logic (S-D logic). This finding further strengthens the existence of the perspective of S-D logic as a new general theory of the market.

"It's My Life and It's Now or Never"-Transplant Recipients Empowered From a Service-Dominant Logic Perspective.

Patient well-being after an organ transplant is a major outcome determinant and survival of the graft is crucial. Before surgery, patients are already informed about how they can influence their prognosis, for example by adhering to treatment advice and remaining active. Overall, effective selfmanagement of health-related issues is a major factor in successful long-term graft survival. As such, organ transplant recipients can be considered as co-producers of their own health status. However, although keeping the graft in good condition is an important factor in the patient's well-being, it is not enough. To have a meaningful life after a solid organ transplant, patients can use their improved health status to once again enjoy time with family and friends, to travel and to return to work -in short to get back on track. Our assertion in this article is twofold. First, healthcare providers should look beyond medical support in enhancing long-term well-being. Second, organ recipients should see themselves as creators of their own well-being. To justify our argument, we use the theoretical perspective of service-dominant logic that states that patients are the true creators of real value-in-use. Or as Bon Jovi sings, "It's my life and it's now or never."

ENHANCEMENT OF BRAND LOVE RESONANCE CAPABILITIES ON DESTINATION LOYALTY: S-DL PERSPECTIVE

The emergence of inconsistencies in study findings regarding destination brands does not contribute to an increase in customer loyalty toward tourist destinations. Furthermore, exploring the capacity to expand affection for the brand is a meaningful topic within the tourism business phenomenon. Therefore, it is crucial to examine how well the tourism business can reflect the affection for the destination brand. This study aimed to explore and develop the conceptual and empirical relationship between brand authenticity and destination loyalty. To conduct the analysis, a quantitative method was selected, using a sample of 297 respondents in Central Java, Indonesia. The data collected from distributing questionnaires were then processed using SEM-PLS software. Furthermore, the study was grounded in the Service-Dominant Logic perspective and focused on operant resources with the potential to enhance the value of natural destinations by capturing the emotional resonance of the destination brand. The results showed that loyalty goals were empirically and practically increased by creating a context-based model and leveraging the capability of brand love resonance. The approach addressed the gaps in prior studies and provided tourism actors with the means to consider external characteristics.

Why Specialized Service Ecosystems Emerge—the Case of Smart Parking in Germany

AbstractTraffic caused by drivers searching for a free parking space has numerous negative effects, such as increased emissions and noise pollution. Innovative solutions can reduce these negative effects by providing car drivers with better information via a smart parking app. However, smart parking apps currently do not offer overarching solutions which support the entire parking process. Utilizing a service-dominant logic perspective, we examine why such overarching solutions do not emerge, whereas specialized ecosystems flourish. We follow a multiple case study approach and conduct qualitative interviews with three app providers and fourteen associated parking operators in Germany. Our results show how conflicting institutional arrangements at the micro, meso, and macro context levels lead to specialization. Our study deepens the understanding of how conflicting institutional arrangements affect the emergence of service ecosystems, drawing practical recommendations to overcome specialized smart parking apps in favor of overarching solutions.

Artificial Intelligence and the Value Co-Creation Process in Higher Education Institutions

The transformative capacity of artificial intelligence (AI) in different sectors is rapidly progressing. One of the sectors in which there has been an increase in these developments is the education sector, particularly higher education (HE). Although some studies have begun to consider the advances in AI to incorporate solutions at various stages of the university educational process, the role of students as possible co-creators of these developments has not yet been considered. From a perspective of value co-creation and service-dominant logic (SDL), this study seeks to identify the typologies of value perceived by university students with respect to different AI solutions applied to the learning process in the framework of a value network composed of themselves and other actors in the network. Using a qualitative, phenomenological research approach, four workshop sessions were developed with a total sample of 93 students from three Colombian universities. The results indicate that students mostly respond in agreement with the co-creation of value based on the concepts of AI functions in the future scenario of HE. These AI functions include the machine teacher and the Smart Tutoring App. The chatbot is among the functions associated with value co-destruction, which is one of the most widespread developments in the area of user experiences in business. Finally, we discuss these findings and offer implications for guiding public policy and strategic decisions by university boards in this highly relevant area.

How Does Ergo-Functional Value Resonance Enhance Intention to Use? An SDL Perspective

This research was conducted to fill the research gap between perceived ease of use and intention to use by exploring the Service-Dominant Logic Theory in the development of ergo-functional value resonance. The process involved surveying 352 MacBook users through Instagram. The data obtained were processed using AMOS 23 and the results showed the possibility of ergo-functional value resonance serving as a mediator between perceived ease of use and intention to use. This research contributes to the perspective of Service-Dominant Logic, which regards the product as a medium for value exchange, with the actual value being the functional aspect of the product.

Actor roles emergence through actor engagement: an SD logic perspective

PurposeEmergence is a key concept in service-dominant (SD) logic; however, the literature is neonatal on the underlying mechanisms that lead to emergence within service ecosystems. This study aims to address the call by Vargo et al. (2022) for understanding the role of actor engagement in emergence of novel outcomes, by identifying a process of how various actor roles in entrepreneurial ecosystem (EE) emerge as resource through the actor engagement.Design/methodology/approachFollowing a longitudinal design, this study conduct interviews from 20 respondents over eight months in three phases (group interviews, post-training, post-funding). This study analyzes the respondents’ engagement in an entrepreneurial service context. This study uses qualitative inductive approach and thematic analysis.FindingsResults show that actor roles emerge as role expectations from essential provider and beneficiary position in a service ecosystem through actor role readiness, manifested as engagement properties in the actor engagement process. This study identifies five actor roles and their corresponding role readiness dimensions that emerge. Based on these propositions through which the authors position generic actor roles emergence within the actor engagement process in a service ecosystem.Originality/valueThis paper advances the understanding of micro-level process in emergence literature in SD logic by providing a conceptual understanding of emergence of actor roles as a resource through actor engagement. By grounding the study in EE, this study provides empirical evidence to the underlying mechanisms at the micro level of resource emergence process in a service ecosystem.

Exploring Resource-Based Actor Engagement in Microfinance Institutions: The Service-Dominant Logic Perspective

Actor engagement is an emerging area of research in service-dominant logic yet equated with the traditional view of customer engagement. The narrow explanation of cognitive and emotional perspectives obstructs the theory building to further understand the resource-based perspective of actor engagement, thus warranting an inductive inquiry. The interrelated categorization is also a missing link in the literature, and this study fills this gap. This qualitative study explores antecedents of actor engagement with a resource-based perspective at pre, core, and post-service encounters. While adopting the qualitative Gioia methodology, twenty-five customers of microfinance institutions were interviewed to explore the phenomenon. Our study reveals that in the pre-resource integration phase, the value fit and actors' dexterity are the antecedents that bring actor engagement. The alignment of integrated resources and service interaction disposition ensures engagement at the resource-integration phase, whereas, in the post-integration phase, actor engagement is affected by the service outcome. Furthermore, the actors' association with networks influences the engagement, and information gateways interconnect all three phases. This study offers four unique propositions to explain interrelated resource-based actor engagement. Microfinance institutions moving towards digital banking can adopt the study findings to redesign engaging strategies at an actor-to-actor level to ensure brand loyalty and commitment. Researchers can quantitatively test the proposed propositions for further conceptual advancement.

Responding to the imprecisions of social enterprise identity: considering the role of participatory governance

PurposeThis study aims to understand the importance of participatory governance in the identity of social enterprises (SEs). To this end, this paper provides a framework by means of the value co-creation process and by drawing from the service-dominant logic perspective and the stakeholder theory. An explanation is also provided regarding the opportunity to include fundamental issues in defining SE collective identity, such as those related to an organisation’s participatory nature of involving the stakeholders affected by its activities, the exercise of democratic decision-making and its autonomy from the state and market.Design/methodology/approachOn the statistical exploitation of a large international data set, the authors approach the conceptualisation of SEs by providing an index to measure their social, economic and governance characteristics, thereby enabling these enterprises to be categorised into different groups.FindingsThis study found that the inclusion of the governance dimension in the research incorporates the greatest variability between the various models of SE, thereby justifying participatory governance as the raison d’être of the two fundamental schools in SE, namely, Anglo-Saxon and European.Practical implicationsThis research offers a tool to policymakers to be used as a criterion of classification and hierarchical organisation for public procurement. It enables the various organisations to be ordered and takes social and cultural influence into consideration. This tool would be highly useful as a support of social entrepreneurship from the public environment, especially at the local level.Originality/valueThis study justifies the value of incorporating participatory governance as a distinctive dimension for the definition of categories of SEs. Furthermore, an index to craft taxonomies of SEs is developed based on social, economic and governance indicators, which provides a framework that facilitates the empirical research of the SE.

A meso-level exploration of citizen’s mGov adoption from SD logic perspective: the case of COVID-19 tracking app of India

PurposeThis study aims to explore the factors affecting the adoption of mGov apps using the theoretical foundations of service-dominant (SD) logic. The authors specifically explore the impact of resource distribution (infrastructure and knowledge) and environmental variables (health infrastructure) among the Indian states on the adoption of Aarogya Setu (the COVID-19 tracking app) by their citizens.Design/methodology/approachFor the meso-level study, the states of India are the unit of analysis. The authors have used secondary data published by the government and other reliable organizations. The study is based on 29 states of India and Delhi, a union territory and the capital of India. The authors conducted a regression and moderation analysis using SPSS and PROCESS macros on the collected secondary data.FindingsThe findings reveal that operand resources (state domestic productivity per capita and internet penetration rate) positively impact the adoption of the mGov app. The operant resource (literacy) and the environmental variable (health index) are, however, negatively affecting the adoption of the mGov app. On the other hand, another operant resource, digital literacy, was found to have no significant effect on the adoption of the mGov app. Further, the moderating variable, health index, is found to be moderating all the relationships except internet penetration and adoption of the mGov app.Originality/valueThe study is novel in two aspects. First, in using the theoretical foundation of SD logic to examine the factors impacting the adoption of mGov app. Second, it is a meso-level study, which is not a widely explored avenue in mGov research.

The roles of employee–employee collaboration and employee–customer collaboration in fitness service innovation: a comparison of frontline and non-frontline employees

PurposeIn this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer collaboration) on their creative self-efficacy and service innovation from the perspective of service-dominant logic. The authors also examined the differences between frontline and non-frontline fitness service employees in our research model. This study aims to discuss the aforementioned objectives.Design/methodology/approachParticipants were fitness-centre employees in Taiwan recruited via convenience sampling. A total of 410 participants completed our online survey, and the authors analysed the data using partial least squares structural equation modelling (PLS-SEM).FindingsThe authors found that collaboration with both colleagues and customers had a positive impact on employees' creative self-efficacy. Collaboration with colleagues directly affected service innovation, while collaboration with customers indirectly affected service innovation via creative self-efficacy. In addition, there was a significant difference between frontline and non-frontline employees in our research model. Specifically, the path from collaboration with customers to creative self-efficacy was stronger for frontline employees, and the path from creative self-efficacy to service innovation was stronger for non-frontline employees.Originality/valueThis study improves the understanding of the way in which different collaborative behaviours promote employees' creative self-efficacy and service innovation. Further, it is the first to identify the difference between frontline and non-frontline employees and it shows how the effects of collaborative behaviours differ between them in the context of fitness services.

Scale development for the practices involved in creating value propositions in the exhibition industry: Service-dominant logic with a mixed-methods approach

Building on a mixed-method approach, this study examines the practices engaged in creating value propositions in the exhibition industry from the perspective of service-dominant (S-D) logic, which regards the offering of value propositions as service innovation and an essential prerequisite for value cocreation. Consequently, a five-factor structure with 40 measures underlying the practices of offering value propositions is developed and validated. The extant tourism literature on the meetings, incentives, conventions, and exhibitions (MICE) industry mainly examines value cocreation issues while overlooking the concept of value propositions. This study contributes to the S-D logic literature by extending the theoretical understanding from value cocreation to value proposition. The findings of this study present important dimensions and attributes that are involved in creating value propositions for service innovation. Exhibition service providers can use these findings as a blueprint for service innovation project management and as a checklist for assessing their innovation competency.

The system effects of linkages on actor disposition and resource density: an approach to university-industry linkages

PurposeLinkages play a strategic role in improving actor disposition and resource density in university–industry ecosystems. Due to the importance of interconnected ecosystems for the development of engaged universities, applying the service-dominant logic (SDL) perspective, the authors aim at developing theory on linkages that lead to a higher level of actor commitment and in turn result in increased actor disposition and greater resource density.Design/methodology/approachData from semistructured interviews from four in depth case studies, known internationally as successful cases of university linkages development (Columbia Lab-to-Market Accelerator Network, Oxford University Innovation, Auckland Uniservices and the Münster Center for Interdisciplinarity), undergo qualitative analysis according to the Gioia methodology.FindingsThe results represent a contribution to the theory, as they highlight the strategic role of linkages in improving actor disposition and increasing resource density. Due to its shown importance, linkage is an element to be considered on its own in the innovation ecosystems configurations in the context of universities.Practical implicationsThe results of the research have implications for university management, since they focus on how resources are mobilized and linked. The interactive roles of actors in ecosystems imply that the locus of value creation moves beyond the borders of the organization toward the linkages. Strategies for managing university–industry linkages (UIL) are presented.Originality/valueTo date there has not been sufficient theoretical or empirical contribution in the university–industry ecosystem context about the role of linkages to improve resource density through increased actor disposition.