This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this...

Unter Rückgriff auf ausgewählte Prämissen der Service-Dominant Logic (SDL) werden die Erkenntnisse der etablierten modernen und der soziokulturellen Markenforschung strukturiert. Da die SDL eine Integration dieser Ansätze ermöglicht, entsteht eine neue, holistische Perspektive auf das...

The paper’s unique contribution is to confirm the rationale for and the benefits of applying constructs from the psychological contract literature to generate deeper insights into the service provider-consumer relationship. Findings confirm the need for providers to target value propositions...

The focal study considers the variety in recent perspectives on value and value creation in service as a stimulant to explicate and organize differences to build toward integrative understanding. The purpose of the study is to provide a categorization of the perspectives on value and value...

Current views on value creation emphasize the role of the customer, mutual investments, and value co-creation. Nevertheless, at present the customer-focused research concentrates on value expectations and value experiences as outcomes but disregards the analysis of potential value that is...