To read the full version of this content please select one of the options below:

What about interaction? Networks and brands as integrators within service‐dominant logic

Anna Fyrberg (Stockholm University School of Business, Stockholm, Sweden)
Rein Jüriado (Department of Business and Enterpreneurship, Sodertorn University, Stockholm, Sweden)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 7 August 2009

Abstract

Purpose

This paper aims to increase the understanding of networks within the service‐dominant logic (S‐D logic) and to demonstrate the importance of interaction between network actors as a driving force behind the co‐creation process.

Design/methodology/approach

The paper uses rich empirical data from a travel industry network consisting of in‐depth interviews and a survey of approximately 100 meetings professionals.

Findings

The paper conceptualizes the key actors involved in the co‐creation process as Brand Governor, Providers and Customers. In addition, it proposes an advancement of the service brand‐relationship‐value triangle introduced by Brodie et al. by linking the key processes and actors in the triangle. It is found that the network approach provides a deeper understanding of how actors integrate with one another and how this interaction leads to co‐created outcomes that can be translated into value.

Research limitations/implications

Future research could employ empirical material from other studies to increase the reliability of the findings. In particular, the issues of trust and power among actors with regard to S‐D logic are highlighted.

Practical implications

The differences in power could be advantageous for the entire network because the actors are involved in exchange and constantly seeking balance between themselves.

Originality/value

The paper extends the current debate on S‐D logic, especially the co‐creation of value, by highlighting the importance of networks.

Keywords

Citation

Fyrberg, A. and Jüriado, R. (2009), "What about interaction? Networks and brands as integrators within service‐dominant logic", Journal of Service Management, Vol. 20 No. 4, pp. 420-432. https://doi.org/10.1108/09564230910978511

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited