serviceddominant
Service-dominant logic (S-D logic) is a theoretical framework in marketing and service science that posits service, rather than goods, as the fundamental basis of all economic exchange. It emerged from the work of Stephen L. Vargo and Robert F. Lusch, culminating in their influential 2004 article Evolving to a New Dominant Logic for Marketing, which argued that goods are only vehicles for service and that value is created through service exchange and interaction among actors. Since then the framework has been developed through further scholarship and applied across business, management, and public-sector research.
A central claim of S-D logic is that service is the application of competences—skills, knowledge, and processes—through
The logic has influenced marketing theory, management practice, and service design, emphasizing customer involvement, relational assets,