Theory of Service Dominant Logic

The Theory of Service-Dominant Logic (S-D Logic) suggests that in business, the focus should be on service rather than just products. It argues that value is co-created through interactions between companies and customers, emphasizing relationships and experiences over mere transactions. Instead of viewing products as the final goods, S-D Logic encourages seeing them as tools to facilitate service and satisfy customer needs. This perspective shifts the emphasis from competition over tangible goods to collaboration and shared value, highlighting the importance of knowledge, skills, and innovation in creating meaningful customer experiences.