Service-dominant Logic Research Articles

Co-Creating Innovative Tourism Experiences: Towards an Integrative Framework

Co-creation centralizes tourists’ role in creating value that results from the interaction with other destination stakeholders and the physical environment. However, the practices and procedures that motivate tourists and tourism service providers to tourism experiences have not been clearly understood. This paper explores the impact of resource utilization and co-creation on tourism experience using the concepts of the resource-based view (RBV) and service-dominant logic (S-D logic) to develop specific hypotheses about the mediating role of co-creation for resource utilization and radical and incremental innovation. The hypotheses were tested using structural equation modeling (SEM) with multi-sample data from tourists and service providers. The neural network model was also employed to predict the relevant ranks of significant predictors of tourism experience. The results show that co-creation significantly influences innovation in the tourism sector. Co-creation is found to mediate the relationship among resource and innovations dimensions. These results could be used to design the co-creative and innovative tourism strategies that could manage and grow tourist experience online because of its effect on brand advocacy and visitor intention.

Interactive Mechanisms to Improve Service Innovation Among Sports Clubs: A Consumer Perspective

Value co-creation for service innovation is a rapidly developing concept in the current competitive market. Prior studies emphasize the conceptual aspects of the value co-creation, with limited research focusing on the interactive effects between firms and their customers created in the process of value co-creation. We propose a framework for synthesizing the interactive concepts associated with service innovation based on the service-dominant logic. We recruited participants (N = 448) from 11 sports clubs in Iran. Results indicated that openness and consumer engagement facilitate value co-creation, which in turn leads to perceived service innovation. Furthermore, perceived brand interactivity moderated the mediating role of value co-creation in the relationship between consumer engagement and perceived service innovation. Results from this research suggest openness and consumer engagement are key antecedents of value co-creation and highlight the significance of perceived brand interactivity and value co-creation in promoting service innovation at sports clubs.

Challenging the concept of active forest ownership: the perspective of women forest owners in Finland

In Finland, women comprise 41% of private forest owners. However, studies examining forest ownership from the gender perspective are scarce. Forestry and forest ownership is a field dominated by masculine and techno-economic values. For example, this is manifested in the ideal of ‘active forest owner’ in forest policy documents. Therefore, this dissertation studied the concept of ‘active forest ownership’ from the perspective of women forest owners. Different conceptual lenses were used, such as the gender theory and service-dominant logic. Specifically, the thesis focused on four questions: 1. Are women less active than men when a variety of forestry related activities are studied? (Article I); 2. How do women forest owners understand the concept of active forest owner, how does it differ from the one from Finnish forest policy and what kind of attributes impact women forest ownership? (Article II); 3. Do women forest owners have differing objective structure compared with men? (Article III); and 4. Is the relationship between objectives and activity different between women and men? (Article IV). Both quantitative (Articles I, III and IV) and qualitative (Article II) methods were applied. Articles I and III employ exploratory factor analysis and Article IV confirmatory factor analysis. Two sets of data were used: a questionnaire of the Finnish Forest Owner 2020 research project (n=6558) and 22 semistructured interviews. In this thesis, women were found to be less active than men when a selection of forestry related activities were studied (Article I). Women forest owners also had more diverse objective structure compared with men (Article III). In addition, the relationship between forest owner objectives and activity differed between genders (Article IV). Women also defined the concept of ‘active forest owner’ as a much wider concept than Finnish policies. (Article II). These findings suggest that forest ownership is a gendered performance and that there is a lack of service-dominant logic, that is, value cocreation corresponding to the objectives of women. More specifically, the results indicate that women owners need support, especially when forest ownership is something new. Furthermore, gendering and the prevailing forest values impact the whole forest owner population, their behaviour and forest owner research. Understanding this can enable the design of more equal and inclusive forest policies and services.

Assessing the “Systemic Barriers” Affecting Lean Implementation: A Comparison Between Manufacturing and Lean Software Development Contexts

This study attempts to understand the systemic nature of barriers affecting lean implementation in two highly contrasting contexts, i.e., manufacturing and software development. The impact of barriers and their interrelationships is explained using the theoretical lens of organizational change, including dynamics of motivational contagion, resistance, and readiness to change. Furthermore, the varying impact of barriers in manufacturing and service contexts is posited using the service-dominant logic, which is subsequently examined by analyzing barrier impacts in a manufacturing firm and a software development firm in India. Lean implementation barriers common to multiple industry sectors were identified from extant literature and then subjected to graph theory (GT) methodology to quantify the causal interactions among these common barriers. Relevant data were collected from team leaders in Indian manufacturing and software development firms tasked with lean implementation in their organizations. A network of relationships was obtained using the GT approach for major barrier groups and associated subbarriers. The findings highlighted the varying effect of these barriers in the two highly contrasting contexts. This study extends the understanding of the systemic effect of lean implementation barriers, which is a relatively novel perspective.

Improving access to prescription-based care through patient-centered smart pharmacy ecosystems

In smart cities, community pharmacies offer a range of health services, including clinical data gathering, medication dispensing, and automated alerts for precautions. Our paper reviews smart pharmacies, highlighting a shift from prescription-based treatment to patient-centered care. This transformation involves promoting a culture of cooperation and shared decision-making among stakeholders for value co-creation through seamless integration of pharmaceutical services and technology. Through the lens of Service Dominant (SD) Logic, this conceptual paper sets out to examine the context of smart pharmacies in the contemporary healthcare landscape, revealing their potential in advancing patient-centered care and driving collaborative value creation within a complex healthcare ecosystem.

What Drives Customer Engagement in Omnichannel Retailing? The Role of Omnichannel Integration, Perceived Fluency, and Perceived Flow

Omnichannel retailers are under intense pressure to harness synergetic management of retail technologies and channels in order to promote customer engagement in the competitive market. Drawing on service-dominant (S-D) logic, we develop a research model to examine how omnichannel integration generates customer engagement through facilitating perceptions of fluency and flow in the shopping experience. We empirically validate the model with a multimethod approach, including an instrument development study to establish the measures of omnichannel integration and a field survey study to validate hypotheses. We find that omnichannel integration has three types: informational integration, transactional integration, and relational integration. These types all positively influence perceived fluency, which further generates customer engagement. Moreover, transactional and relational integration positively influence perceived flow, which ultimately facilitates customer engagement. Our article advances the omnichannel retailing literature by proposing three types of omnichannel integration and developing the S-D logic of customer engagement. Our empirical findings also inform omnichannel retailers about how synergetic technology and channel management in omnichannel integration can be used to promote customer engagement.

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

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

Value-oriented storytelling: does it matter for destination performance?

Purpose - The present study aims to propose a conceptual model for the management of destination marketing on the consumer side in order to fill a research gap in the literature regarding the ability of experiential value quality to increase destination loyalty. Design - The research, designed as a quantitative research, included data provided by 208 respondents related to culinary destination experience quality, value-oriented storytelling, destination image, and destination loyalty. Methodology - This quantitative study involved tourists visiting the culinary destination of Semarang city in Indonesia. The data collected from 208 visitors were analysed using a structural equation model (AMOS software). Findings - The primary finding of the research emerged from the result of the serial mediation hypothesis test, which stated that improving the quality of experience of a culinary destination would enhance the effectiveness of value-based storytelling, which in turn would improve the image of the culinary destination and strengthen the loyalty of the destination. Originality- The originality of this research lies in the introduction of two new concepts — first, the experiential quality of a culinary destination in two dimensions, hard-value experience and soft-value recall, and second, the concept of value-based storytelling developed as a perspective of service-dominant logic theory. We have integrated both concepts into a conceptual model and successfully tested them with tourists in culinary destinations.

Influence of customer physical resource on customer loyalty : A mediation study

The notions of resource integration and value co-creation have become popular after the emergence of the Service-Dominant Logic. Several research investigations have been made to understand organizational resources and capabilities but research initiatives in the field of customer resources have been relatively scarce. Moreover, discussions on resource based capabilities have been mostly confined to strategic management and never explored with respect to marketing or consumer behaviour. This study by considering resource based capabilities as the exogenous variable and customer loyalty as the endogenous variable explores whether strategic resource capabilities have any implications in the domain of consumer behaviour. Based on Eric Arnould’s customer resource classification, this study investigates whether the higher order customer physical resource reflected through cognitive absorption, trust propensity and perceived self-efficacy can mediate between online grocers’ resource based capability and the customers’ store loyalty. The study was conducted in the Bengaluru city of India using snowball sampling technique and the data were analysed using PLS SEM. The result suggests that customer physical resource does mediate between online grocery store’s resource based capability and store loyalty. This research initiative has brought forth an altogether new perspective in understanding customer loyalty. Loyalty does not only depend on the value which is delivered by the firms but it is also influenced by the level of resource contributed by the customers’ themselves during the shopping process. Also, this study for the first time has demonstrated that cognitive absorption, trust, propensity and perceived self efficacy can be the manifestations of personal resource which is a contribution to the extant literature.

Navigating the Service Ecosystem in Private Primary Care to Enhance Healthcare Accessibility Management

Objective - The concept of the service ecosystem is gaining recognition in the academic community of management scholars. In this context, the discussion revolves around service-dominant logic, where the focus shifts to the value derived from service and relationships in the broader ecosystem. Therefore, this study aimed to explore the phenomena of healthcare access and how to navigate the service ecosystem to enhance healthcare accessibility management. Methodology - The qualitative method was used with a case study design across two private primary care facilities in West Java. Results – The results showed that challenges related to healthcare access were prevalent in developing countries, including Indonesia. However, there was a significant potential for innovation to achieve improvements. The results underscored the crucial need for collaborative efforts from multiple sectors and critical stakeholders. Novelty - The novelty of this study lies in the adoption of an ecosystem perspective, accentuating the significance of value co-creation through collaborative efforts among interconnected actors. The results also contributed to a more comprehensive understanding of healthcare accessibility management in developing countries, offering insights that could inform strategies for fostering a more equitable and inclusive healthcare service management. Type of Paper: Empirical JEL Classification: I11, M15, D63, I12, I13 Keywords: Healthcare Access, Service Ecosystem, Value Co-Creation, Healthcare Services, Primary Care Reference to this paper should be made as follows: Rachmania, I.N; Yudoko, G; Basri, M.H; Akbar, J. (2023). Navigating the Service Ecosystem in Private Primary Care to Enhance Healthcare Accessibility Management, J. Mgt. Mkt. Review, 8(4), 158 – 165. https://doi.org/10.35609/jmmr.2023.8.4(6)

Exploring power strategies for transformation in a service-ecosystem

PurposeThe paper covers the topic of power strategies between actors and the interplay between the service ecosystem and the actor(s), and vice versa. The paper addresses the lack of conceptual development concerning power considerations beyond dyadic, rigid and role-based models found in general marketing literature. Further, the paper opens the area of power relationships, using the service ecosystem as conceptual framework.Design/methodology/approachThe paper has a systemic and sociological view on service-ecosystems using mainly Giddens' structuration theory. Service-dominant logic literature from 2004 to 2021 is systematically reviewed for power issues and qualitatively analyzed. Mayring's step model of, firstly, inductive and, secondly, deductive category development is applied. Subcategories were identified, subsumed and finally grouped into five categories to increase the level of abstraction.FindingsThe article investigates power considerations and enables marketers to create power through (1) imbalance, to find strategies and counterstrategies for (2) actor's behavior, to understand the (3) actor's embeddedness within a service ecosystem and its dynamic nature, to learn about (4) institutions and actor's institutional work. A set of seven propositions is presented for the conceptualization of power strategies in a service ecosystem.Research limitations/implicationsThe consideration of power on different levels supports both the zooming-in and zooming-out to observe and understand the power phenomena in a service ecosystem. Seven propositions about episodic as well as systemic power relations are presented. Power is conceptualized in service ecosystem as transformative capability of an actor to intervene on institutions and in some way alter them, recognizing that power relations are co-created, dynamic and context-dependent.Practical implicationsThe article recognizes different levels (micro-meso-macro) of power considerations and helps practitioners and marketers to create power through (1) imbalance, find strategies and counterstrategies for (2) actor's behavior, understand the (3) actor's embeddedness within a service ecosystem and its dynamic nature, learn about (4) institutions and actor's institutional work. This enables managers to find an appropriate choice of action in their specific context to transform the service ecosystem(s) they are embedded in.Social implicationsAs all social systems are power systems, a service ecosystem can only be fully understood by integrating the elementary concept of power. As such, power considerations within actor strategies and the service ecosystem are relevant to improve the understanding of transformation of the service ecosystem. Power, in the sense of the transformative capability of actors, changes the social and material world.Originality/valuePower issues are important to understand the “hows” of resource integration in service ecosystems and its transformation or stability.

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.

Sustainability starts from within: A critical analysis of internal marketing in supporting sustainable value co-creation in B2B organisations

The role of value co-creation in embedding sustainability within B2B marketing is well-documented. However, little is known about how employees enact this value co-creation, or how they can be supported to do so by their organisations. This article addresses this theoretical gap by analysing the role of employees and Internal Marketing in B2B organisations' efforts to co-create sustainable value. We propose that, since employees are tasked with delivering their organisation's ‘promise’, they can also purposely generate value for a broader range of stakeholders. As such, Internal Marketing can be a key enabler (or inhibitor) in these efforts. Adopting a Service-Dominant Logic and Service Gap lens, the research utilises Template Analysis of 17 semi-structured interviews with employees from a range of B2B organisations, which have adopted ‘sustainability-oriented’ practices. The findings highlight the contribution of Internal Marketing in supporting sustainable value, and demonstrate that, whilst employees can play a key role in the co-creation of sustainable value, value co-destruction can occur due to a ‘Sustainability gap’ within their organisations. This study contributes significantly to extant knowledge by offering a taxonomized analysis of the ‘sustainability gap’ and identifying how B2B organisations can address these at the awareness, design, internal communication, and implementation stages.

The role of value co-creation in sustaining partner loyalty in B2B business: a service-dominant logic approach

The primary aim of this research is to investigate the impact of value co-creation utilizing the Service-Dominant Logic (SDL) approach on partner satisfaction, which subsequently fosters loyalty, commitment, and trust among B2B organizations. The present study examined petrogenic partners manufactured by PT Petrokimia Gresik, an Indonesian government-owned enterprise tasked with assisting in the production of organic fertilizers. The present study employed a survey methodology to gather data from 139 petrogenic supplier partners. As a form of SDL, value co-creation with supply partners through training, development programs, knowledge sharing, and standard-setting influences their satisfaction with the cooperative relationship, which ultimately increases their commitment and loyalty to PT Petrokimia Gresik and fosters trust. The findings of this research indicate that business-to-business (B2B) organizations must prioritize their relationships with business partners, particularly suppliers. By engaging suppliers in the value co-creation process, organizations can foster supplier loyalty and satisfaction, ultimately leading to the achievement of high-quality production outcomes.

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.

Value co-creation and external consultancy knowledge for public innovation in Europe

This paper proposes a framework for explaining the collaboration between co-creation and LAB design methodologies with KIBS (Knowledge Intensive Business Services), which include ICT services, when public services were immerse in an innovative process at government units within six EU-20 countries in the Co-VAL H2020 survey (Spain, France, Hungary, the Netherlands, Norway, and the United Kingdom). The proposed channels of interaction of user´s at the centre methodologies and KIBS is based upon the new public government paradigms and the public service dominant logic. The model examines the propositions of these paradigms, as to how co-creation processes are embedded in the interaction of KIBS and final customers, by deriving the channels through which those consultancies contribute to fostering innovation in various government units across the EU-20 (1875 public units of work surveyed), particularly in relation to improving public business-related services. The study first utilizes unilateral equations to estimate the overall effects of all the covariates and, in a second step, utilizes systems of equation models to derivate the interaction of users at the centre methodologies on KIBS and, consequently, the indirect effects that these processes have on the innovation processes of the public units of work that contracted those business services. Results conclude that value co-creation is embedded on KIBS with the decisive influence of inputs provided by final customers of the innovative processes as the public dominant service logic states. The analysis is based on the Co-VAL EU 2020 Survey, testing the causal effects that KIBS consultancies have on public innovation processes, especially those related to business services or business organizations, with a focus on the reinforcement of co-creation, LAB design, and co-production methodologies. To our knowledge this study is the first to estimate those indirect influences of user´s at the centre methodologies on public innovation processes that contract KIBS to generate positive dynamics improvements of public services.

Value Co-destruction in Services: A Review of the Past Literature and an Agenda for the Future

The value co-destruction (VCD) as a concept has been overshadowed by the focus of services research on value co-creation. The usefulness of service and value has been mentioned multiple times in the literature on service-dominant logic. The logical idea that, if value can be jointly created, it can also be jointly destroyed through similar interactional processes among the service systems has simply been ignored by the services study. In order to better grasp the notion of VCD and to pinpoint prospective areas for related future research, this article attempts to bring it to light. This study aims to do an in-depth literature review to identify the major aspects related to VCD that have been studied so far and thereby identify the gaps in the VCD literature to highlight the scope for related future research.

“Converging on a new theoretical foundation for selling” five years later: emerging priorities, new applications, & directions for ongoing research

PurposeNot that long ago, half of all sales research was demonstrably if not unequivocally “atheoretical” (Williams and Plouffe, 2007). The foundational argument of this paper is that stronger theoretical development and application of theory in sales research is critical for the sales field to retain its relevancy. The purpose of this paper is to underscore that deliberate and cogent application of HWV (2018) is scant in the recent sales literature (over five years after publication in Journal of Marketing) for one or both of two reasons: scholars either do not understand the paper and/or are fearful of (mis)applying it.Design/methodology/approachMore than simply introducing the articles to this special issue of the European Journal of Marketing (EJM), this paper also makes a number of important, overdue contributions. Although Hartmann, Wieland and Vargo’s JM (HWV, 2018) theoretical and conceptual paper has been well-received by the sales community, it has seen limited meaningful integration or application in sales research since its publication. This paper thus clarifies key misunderstandings and misperceptions with HWV (2018) so that sales researchers can more impactfully apply it to future sales research.FindingsThis paper identifies and then explains key aspects of service-dominant logic (S-D logic) and commonly misapplied and/or misunderstood aspects of HWV (2018) to guide future sales research. Ultimately, the overarching goal of this special issue of EJM is to focus a “spotlight” on sales theory development, while simultaneously demonstrating – through the five articles the special issue reports – that with purposeful effort, rich theoretical insights can effectively be applied to both “classic” and more current and emergent sales research topics.Research limitations/implicationsBecause HWV (2018) draw heavily upon S-D logic, it follows that some aspects of their article have been misinterpreted or misapplied by sales scholars. In particular, the critical concept of “crossing points” (both of the “thick” and “thin” variety) are explicated and detailed further, so as to afford sales researchers with better knowledge and insight on how to apply these key tools within HWV (2018).Practical implicationsThe practical implications of this paper primarily revolve around further educating and clarifying for sales researchers “how” to better apply HWV (2018) to sales research, rather than simply citing it in passing. The paper also concludes by providing a summary and introduction to each of the five EJM special issue articles.Originality/valueThe originality and value of this paper and this special issue of the EJM is twofold. First, both this paper and the entire special issue itself emphasize the ongoing importance of advancing sales research through the meaningful and cogent application of theory. Second, the paper demonstrates that purposeful effort can lead to successful applications of HWV (2018) – as exhibited by the five articles in the EJM special issue – such that rich theoretical insights can be woven into both traditional and contemporary sales research topics.