Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business...

Purpose: The empirical study draws on a crowdsourced database of 221 innovations associated with the COVID-19 pandemic. Design/methodology/approach: Aside from the health and humanitarian crisis, the COVID-19 pandemic has caused an acute economic downturn in most sectors, forcing public and...

Purpose – The purpose of this paper is to develop and evaluate an approach to managerially monitoring customer‐experienced value of e‐services. The need for this study is based on a lack of models of e‐service value applying a value‐in‐use approach on the one hand, and on the other...

Purpose – The purpose of this paper is to discuss how service, as an interdisciplinary area of research, can increase its potential for transdisciplinary contributions from the perspective of what signifies intra-, multi-, inter-, and transdisciplinary research. Design/methodology/approach –...

Purpose – Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of a service brand colored by a customer-dominant business logic perspective. The paper aims to discuss these...