From service culture to customer behavioural loyalty: an organising framework for service-dominant orientation

A service-dominant (SD) logic is a new emerging marketing theory that aims at involving customers in the value creation process to co-create unique value with them. While the literature focused on the development of a theory for SD logic and the organisation's strategic capabilities to implement SD logic, less is known about the culture an organisation should possess to enhance its strategic capabilities to co-create value with the customers. In...