Service Dominant Logic, Co-production and Co-creation: Model Development and Specifications

This paper set forth to examine the Service Dominant Logic paradigm, which is developed as an alternative paradigm to the Goods Dominant Logic, explore the developments that have occurred since its appearance in the Vargo and Lusch (2004) publication and attempt to identify the variables in this SD logic, as well as, its propositions; service co-production and value co-creation with the aim of verifying whether, or otherwise, the associated marketing variables could be put into operational model-building. The study found that there were identified marketing variables and using the assumption of linear relationship established multiple regression equations, it was found that it is feasible for such models, even more complex ones, conceptually to be developed in the foreseeable future. The paper does not claim to be exhaustive or definitive, but asserts that its usefulness lies in its demonstration that the time has come to start extensive research in making operational the SD Logic, lending it to closer scrutiny and academic/practical marketing investigations and use. Keywords: Marketing, service dominant logic, service co-production, value co-creation, model-building DOI : 10.7176/JMCR/64-03 Publication date: January 31 st 2020