Service-Dominant Logic as a Foundation for Service Science: Clarifications

Service science is an emerging discipline concerned with the evolution, interaction, and reciprocal cocreation of value among service systems (Maglio and Spohrer [Maglio, P. P., J. Spohrer. 2008. Fundamentals of Service Science. Journal of the Academy of Marketing Science 36(1) 18–20.]; Spohrer et al. [Spohrer, J., S. Vargo, N. Caswell, P. Maglio. 2008. The Service System is the Basic Abstraction of Service Science. 41st Annual HICSS Conference Proceedings.]). Service-dominant (S-D) logic (Vargo and Lusch [Vargo, S., R. F. Lusch. 2004a. Evolving to a New Dominant Logic for Marketing. Journal of Marketing 68(1) 1–17.] [Vargo, S., R. F. Lusch. 2008. Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science 36(1) 1–10.]) is an alternative to the traditional, goods-dominant (G-D) paradigm for understanding economic exchange and value creation. This service-centered view is based on the idea that service – the application of competences for the benefit of another – is the ba...