Service-dominant Logic Research Articles

Internal Branding: Role of a Cocreated Corporate Event Message

To improve the effectiveness of corporate events, organizational leaders and meeting planners are increasingly looking for new approaches to involve attendees in active participation and cocreation of desired outcomes. The aim of this study was to examine how a cocreated message delivered during the corporate event served the role of effective internal brand communication. Signaling theory and service-dominant logic were the foundation for the research framework, supporting the argument that if value was cocreated during the corporate event, it positively influences the goals established by event organizers. Research was conducted using online self-administered questionnaires collected from 235 employees of a US-based hotel chain, attendees of the annual corporate event. Results revealed that when a strong corporate message was evaluated as cocreation it positively affected attendees' internal word-of-mouth (iWOM) intention and perceptions of the brand's competitive service advantage. Message strength was influenced by attendees' views of leadership authenticity. Repeat event attendees' message evaluation was affected by leadership authenticity continuity, while first-time attendees' evaluation was influenced by leadership authenticity uniqueness. The study introduced and tested a novel framework focused on the effectiveness of event messaging based on cocreated value appraisal. It is one of the first studies to focus on annual corporate events as an effective tool for cocreated corporate communication. Managers should strategically utilize corporate event messaging delivered by authentic leaders to empower employees as ambassadors of the brand and focus on the importance of message strength to cocreate value between the organization and employees.

On the Verge Between Cocreation and Codestruction: The Interesting Case of a Greek Traditional Cultural Event

Traditional cultural events provide unique opportunities for resident-attendee destination experience and image cocreation, yet the cognitive, perceptual, and behavioral disparities between these key actor groups remain rather sparse. Focusing on the process rather than the outcome of cocreation, this article adopts a Service-Dominant Logic (SDL) to explore the underlying dynamics of social and economic actor encounters and their role in service value and image cocreation and destination resource management. More specifically, the study applies a mixed-method approach to study the interface of social and psychological carrying capacity during the Easter Rocket War in Chios (Greece). Building on the particularities of this traditional event, the research identifies variables that trigger cognitive and perceptual conflicts of interests that may jeopardize an event's and a destination's image cocreation process, resulting in its codestruction. Research findings contribute to the broader event image cocreation and destination branding body of literature, though the exploration of the underlying dynamics of multistakeholder and multiattribute event dimensions (cultural, spiritual, historical, recreational). From a managerial perspective, research findings aim to inform destination planning and decision-making processes that dictate event viability, publicity, and multistakeholder satisfaction.

A conceptual approach to the tourist value co-creation: Dimensions, antecedents and consequences

In the last decades, several studies related to the Service-Dominant Logic approach were carried out, where the tourism industry is not an exception. As such, multiple works associated with this research stream have been developed, with a special focus on the tourist value co-creation. This article presents a conceptual model that aims to aggregate the various dimensions of customer value co-creation with its antecedent and consequent factors in the tourism industry. On the other hand, it proposes practical implications for the tourist organizations building on conceptual contributions. Thus, this article reveals the importance of other constructs of tourist value co- creation which surpass the behavioral dimension of the customer, namely, attitude, significance and recognition. Furthermore, this study systematizes the multiplicity of antecedent and consequent factors, recognizing that they may be grouped into factors associated to the company as well as to the customer.

Unlocking digital servitization: A conceptualization of value co-creation capabilities

Industrial and service firms alike are increasingly adopting digital servitization to achieve service-driven growth and establish a competitive advantage. Firms must develop sufficient capabilities to benefit from digital servitization, which is an underinvestigated topic in the literature. This study contributes to bridging this gap by taking a service-dominant logic (SDL) perspective and focusing on value co-creation capabilities in B2B firms that offer digital service platforms and services based on them. It draws on a multiple-case study design involving leading cases from sectors such as manufacturing, engineering and shipping. The findings identify a set of four value co-creation capabilities: digital literacy, aligning, reflecting and coping. Moreover, this study highlights how these capabilities can facilitate value co-creation in the context of digital servitization initiatives. For managers, the findings provide insights into what characterizes value co-creation capabilities in digital servitization and why, how and when these capabilities are relevant.

Culinary-Gastronomic Value Advantage in a Competitive Dynamic Market: A Service-Dominant Logic Perspective

Since there are inconsistent findings on the influence of entrepreneurial orientation on business performance, we aim to develop a conceptual model to explain how an entrepreneurial orientation has the potential to enhance business performance. We develop a concept of culinary-gastronomic value advantage as mediation for entrepreneurial orientation to improve business performance effectively. We examine the model by involving 241 owner-managers of micro and small-sized enterprises in the food industry, whose results were analyzed using SEM-AMOS software. This study’s results indicate that the culinary-gastronomic value advantage derived from the Service-Dominant Logic (SDL) theory is an acceptable solution as mediation for entrepreneurial orientation and performance. Another important finding is that the entrepreneurial orientation and culinary-gastronomic value advantages are highly dependent on the level of risk consciousness on the competitive pressures that occur in the market. This study brings several theoretical implications to service-dominant logic theory, particularly on value accentuation in the form of culinary-gastronomic value advantage for enhancing performance.

Examining agile supply chains: an empirical study in Australia

This paper aims to investigate the nexus of relationships linking firm innovativeness (FI), supply chain agility (SCA), and firm performance (FP). Grounding on Service-Dominant Logic (SDL) and Dynamic Capability View (DCV), this study explores the role of three types of FIs (i.e. service innovativeness, process innovativeness and administrative innovativeness) on SCA and its impact on different dimensions of FP. Limited empirical evidence is available in the SCA literature that examines FI as antecedents of SCA and explores SCA benefits using diverse performance parameters. We test the proposed model using survey data of 238 Australian service firms and analyzed it using partial least square-based structural equation modelling (PLS-SEM). Our result found that three types of FI are positively related to SCA, and SCA is positively related to all dimensions of FP. Investment in innovation practices are often considered as core practices of service-oriented firms during an uncertain time. Our results offer some useful guidelines for practitioners.

Memorable customer experiences and autobiographical memories: From service experience to word of mouth

The aim of this paper is to study the relationship between customer experience and word of mouth (WOM) through two mediating variables: customer satisfaction and memorable characteristics of service experience (MCSE). Memory theory is adopted as a theoretical background, with emphasis on the key role of episodic or autobiographical memory. Memorable customer experience (MCE) is defined from this perspective, thereby enabling the connection between human memory theory and service-dominant (S-D) logic. As for the impact of the internet on WOM, two types of WOM behaviours are examined: positive WOM (pWOM) and eWOM. A methodology was designed from a survey that used a questionnaire based on measurement scales validated by the literature. The sample is of 1476 tourists who visited seven Spanish tourism destinations. The results show service experience precedes customer satisfaction and MCSE. Both pWOM and eWOM are significantly influenced by customer satisfaction and MCSE. Various scenarios are put forward in which several combinations of customer satisfaction and MCSE give rise to different intensities and valence of pWOM and eWOM.

Enhancing Performance Through MSME Entrepreneurship, Product Innovation Capabilities and Competitive Advantage in Kudus Regency's Culinary Sector


 
 
 
 Research aims: This study is to determine performance improvement through MSME entrepreneurship, product innovation capabilities and competitive advantage in the culinary field of Kudus district.
 Design/Methodology/Approach: This research is a descriptive research. Data was collected from the population of MSME owners and actors in the culinary industry in Kudus Regency. Target sampling is done to target prospective respondents with certain characteristics. Respondent criteria are: Have a micro business that offers culinary products and has been established or operating for at least 1 year and the respondent has a minimum educational background of high school or equivalent. This research was conducted in Kudus Regency by involving 270 respondents. This study also explores factors that can affect business performance, namely: Entrepreneurial orientation, Product innovation capability, and Competitive advantage.
 Research findings: The results of the research show that based on the results of the research there are many things that can be considered important in the Entrepreneurship Orientation process, especially how culinary MSME actors in Kab. Kudus is able to be Entrepreneurial Oriented by cultivating its product innovation capabilities, so that it can create and make new improvements to the merchandise presented so that with continuously developing innovation it can create the right merchandise that is not easily imitated through competition so that someone
 Theoretical contribution/Originality: The novelty of this study is that this test uses the Service Dominant Logic approach. Entrepreneurial Orientation is a multidimensional behavioral concept consisting of an innovation component, an opportunity-taking component, and a proactive attitude component. In the context of this study, there can be aggressive gains.
 Practitioner/Policy implication: Both the government and especially the Kudus area to better improve entrepreneurial performance
 Keywords: MSME Entrepreneurship, Product Innovation Capability, and Performance Improvement
 
 
 
 
 Research aims: This study is to determine performance improvement through MSME entrepreneurship, product innovation capabilities and competitive advantage in the culinary field of Kudus district.
 Design/Methodology/Approach: This research is a descriptive research. Data was collected from the population of MSME owners and actors in the culinary industry in Kudus Regency. Target sampling is done to target prospective respondents with certain characteristics. Respondent criteria are: Have a micro business that offers culinary products and has been established or operating for at least 1 year and the respondent has a minimum educational background of high school or equivalent. This research was conducted in Kudus Regency by involving 270 respondents. This study also explores factors that can affect business performance, namely: Entrepreneurial orientation, Product innovation capability, and Competitive advantage.
 Research findings: The results of the research show that based on the results of the research there are many things that can be considered important in the Entrepreneurship Orientation process, especially how culinary MSME actors in Kab. Kudus is able to be Entrepreneurial Oriented by cultivating its product innovation capabilities, so that it can create and make new improvements to the merchandise presented so that with continuously developing innovation it can create the right merchandise that is not easily imitated through competition so that someone
 Theoretical contribution/Originality: The novelty of this study is that this test uses the Service Dominant Logic approach. Entrepreneurial Orientation is a multidimensional behavioral concept consisting of an innovation component, an opportunity-taking component, and a proactive attitude component. In the context of this study, there can be aggressive gains.
 Practitioner/Policy implication: Both the government and especially the Kudus area to better improve entrepreneurial performance
 
 
 
 
 
 
 
 

Smart sensing technology and self-adjustment in service systems through value co-creation routine dynamics

Self-adjustment processes are crucial for ensuring service system viability in the light of emerging adoption of digital technologies that shape value co-creation. This article offers a novel conceptualization of self-adjustment to explain the process that a service system performs to adapt to changing conditions to remain viable or improve the system’s viability. In doing this, we draw on service-dominant logic and routine dynamics theory and zoom in on how self-adjustment emerges in value co-creation routines. We show the usefulness of our conceptualization in a case of an elderly care home that introduced smart sensing technology, which triggered self-adjustments in that service system through value co-creation routines. The case study explicates the deployment of self-adjustment when sensing solutions become integrated with other resources and applied by engaged actors as resources-in-use, creating novel value co-creation outcomes. It is argued that routine dynamics contribute to self-adjustment by initiating processes whereby the involved actors’ schemas, resources, and value co-creation performances become integrated and aligned after the technological change.

Service design through the emotional mechanics of gamification and value co-creation: a user experience analysis

ABSTRACT Service design is a practice-based discipline developed as a co-creative and human-centred view of service-dominant logic (S-D logic). In the literature, operationalisation of S-D logic requires integration with other approaches that encourage continued interactions with users through the evolution of the design process. Emotional mechanics of gamification can facilitate these interactions, creating a conducive environment for value co-creation. We address the problematization of service design and try to operationalise SD logic as a theoretical framework. Emotional mechanics of gamification and the value co-creation are antecedents of service design. The aim of this study is to analyse the impact of the emotional mechanics of gamification in service design to foster co-creation experiences. Value co-creation is included as a mediating variable in the relationship between the emotional mechanics of gamification and service design. A quantitative approach through structural equation modelling was applied. Simple random sampling and a self-administered questionnaire were used to gather data from 390 users of gamified sports applications. The study contributes to the literature on service design, gamification and value co-creation by proposing and validating a theoretical framework based on a mix of human-centred design and value-co-creation. It can also be applied as a practical tool in customer engagement.

Co-production, Absorptive Capacity, Groupthink, and Alliance Outcomes Through Service-dominant Logic: Does Partner Similarity Matter?

Co-production, Absorptive Capacity, Groupthink, and Alliance Outcomes Through Service-dominant Logic: Does Partner Similarity Matter?

B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer

PurposeThis paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer association on Twitter.Design/methodology/approachThis paper studies the usage of Twitter by the Specialty Food Association, which organizes one of the top five foods and beverage international trade show in the United States. To achieve the research objective, the authors have analyzed 1,608 posts on Twitter from the Twitter account @Specialty_Food. A content analysis was performed using Krippendorff's (2004) recommendations, and the data were analyzed using regression analysis with optimal scaling and Kruskal–Wallis Test.FindingsAccording to the results, some materializing practices influence popularity, commitment, virality and global engagement on Twitter. While the usage of some linking practices influences respectively commitment and popularity.OriginalityThese results provide valuable information for business-to-business (B2B) contexts and answer a research gap reported in previous literature, which affirms that more research is needed about the relationship between service systems and engagement. From a general view, to generate more engagement on social media in B2B contexts, it is recommended to prioritize posts that incorporate live and online events based on collaborative and dynamic human interactions, following by business ideas and business cases.

Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation

PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.Design/methodology/approachA research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.FindingsFindings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.Practical implicationsBesides theoretical contributions, this study presents valuable insights to manage service networks during servitization.Originality/valueFirst, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.

Recent Extensions of Robert F. Lusch's “Big Picture” Thinking

This abstract highlights Bob Lusch's stature in the profession, followed by a summery of four papers that extend Service-Dominant Logic originally developed by Lusch and Vargo. Three of Bob Lusch's ca-authors highlight their very positive interactions with Lusch. The abstract concludes with a brief synopsis of the Eulogy delivered at Bob's Funeral.

LINKAGES NASCENT ENTREPRENEURSHIP AND KNOWLEDGE QUALITY RESONANCE: EXPLORE VOLUNTARY CO-CREATION FROM SERVICE DOMINANT LOGIC

This research aims to explore a new conceptual model capable of filling the research gap on the experience of nascent entrepreneurs and the quality of knowledge resonance, which centered on exploring voluntary co-creation of shared value. Data were obtained from the experience of 232 start-up multisectoral companies in Java Island, Indonesia.The findings of this study contribute empirically and practically to the knowledge needed to investigate the creation of shared value. The results showed that the direct impact experienced by nascent entrepreneurs is negatively correlated, while the relationship associated with quality resonance of knowledge to the performance of business innovation is positive. Secondly,the concept of the model is proven by the high willingness to explore voluntary co-creation from service-dominant logic to bridge the negative correlation gap of the experience of nascent entrepreneurs. Thirdly, the direct impact led to the voluntary creation of shared value complements with limitations on the dominant service logic of the optional co-production into a co-creation concept called value-in-use. This model instils an attitude on the importance of voluntary exploring co-creation of high nascent entrepreneur experience and the quality knowledge resonance.

Beyond the nexus family – business: introducing the family business service ecosystem

PurposeExtant family business research focuses on the understanding of value creation through the binary interactions between the family and its business (the family – business nexus). This article addresses this issue by expanding the understanding of value creation beyond the family-business nexus to that of value creation among a wider set of stakeholders (the family business service ecosystem). It recognizes the multi-faceted nature of family businesses and conceptualizes a value creation process through a broader scope of internal and external stakeholders.Design/methodology/approachThis research theoretically connects Business Model Innovation (BMI) and Service dominant logic (SDL) as foundations of an ecosystem approach of value creation established through collaboration, coproduction and co-creation based on Value in Use (ViU). The authors then present the FB Service Ecosystem BM.FindingsThis research generates an overarching model of value creation and integration that reflects and enacts the purpose of the family firm’s project through interactions with ad hoc internal and external actors as possible Third Avenue of value creation, transcending the family versus business paradox. Termed FB Service Ecosystem, this overarching model can be at the forefront of economic, ecological and societal transition, by tacitly transmitting such BMs through their networks of stakeholders. The FB Service Ecosystem is important because it can support the transition of economies and societies based on service, collaboration and meeting multiple stakeholder needs.Originality/valueThis research addresses the dichotomy between financial and non-financial outcomes and between agency and stewardship. It transcends this paradox to offer an inclusive value creation perspective considering a wider set of internal and external stakeholders based on reciprocal service provision and co-creation of mutual value, foundations of service dominant logic, among actors of a service ecosystem federated by and around the family business, termed Family Business Service Ecosystem.

Shariah capabilities and value propositions of Islamic banking

PurposeThe purpose of this paper is to explore the types of Shariah capabilities of Islamic banks, which provide bases for the types of Shariah value propositions, offered by the relationship managers in their front-line service experiences with the customers.Design/methodology/approachA resource-based view of Shariah capabilities and a service-dominant logic view of value propositions are adopted. Fifteen relationship managers from multiple Islamic banks in Pakistan are interviewed to find a typology of Shariah capabilities and a resultant typology of value propositions for Islamic banks.FindingsThe findings suggest that Islamic banks claim to possess five types of Shariah capabilities, namely, Shariah governance capability (SGC), Shariah compliance capability (SCC), Shariah monitoring capability (SMC), Shariah structuring (product) capability (SSC) and Shariah learning capability (SLC). These capabilities lead to four types of values propositions, namely, Shariah identity value (SIV), Riba-free value (RFV), Shariah disclosure value (SDV) and Tangibility value (TV) of the real assets in transactions.Research limitations/implicationsThe study has relied on the front-line experiences of relationship managers who are connected to the Islamic banks’ capabilities inside the banks and the value propositions that they offer to show relationships with customers in front-line service experiences. Other stakeholders may have different perspectives on both capabilities and value propositions.Originality/valueThis paper contributes to Islamic finance theory by theoretically and empirically showing two typologies for the Islamic banks' capabilities and value propositions, respectively.

Multi-Contextual Smart City Model for Service Interconnections

The key issue of smart city development usually lies in the understanding of the complexity of the services’ structure. Thus, smart city models are developed to improve current outlooks on Smart City Services’ structure by using service-dominant logic and service science. However, the contextual changes are usually not fully considered in the existing smart city models. It is in turn difficult to catch the changes among the layers in the smart city model. Therefore, in this paper, we propose a complex and innovative structure of smart city services. The main contribution of the proposed approach is to consolidate the interconnection of services that is affected by the changing context. It will also lead to a better understanding of the complexity in a smart city. The presented conceptual model has a direct influence on the practical development of a smart city. Since every country and city approaches the services’ structure differently, the smart city model is derived with the lack of a common understanding of various smart cities. In the case of accepting our model as a common solution, the sharing of knowledge and information among cities and countries would be easier and more valuable. The paper also shows how the current knowledge in service-dominant logic and service science helps to develop a new practical approach to understanding the smart city structure.

The effects of relationship quality and knowledge sharing on service innovation performance: organisational learning as a mediator

Drawing on RBV and service dominant logic and using data collected from 243 companies, this paper aims at examining the interplays between relationship quality, knowledge sharing, organisational learning, and service innovation performance. This empirical research found that knowledge sharing and relationship quality were significantly related to organisational learning, and that in turn significantly affected service innovation performance. Moreover, better relationship quality would yield improved knowledge sharing. Furthermore, we propose that organisational learning is a significant mediator through which knowledge sharing influences firm performance, and that relationship quality is also a critical factor that facilitates service innovation.

The Effect of Social Enterprise (SE) Governance on Social Value Creation in Pakistan: The Mediatory Role of SE Performance, Social Capital, and Service Dominant Logic

The Effect of Social Enterprise (SE) Governance on Social Value Creation in Pakistan: The Mediatory Role of SE Performance, Social Capital, and Service Dominant Logic