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 this article, the authors propose an organised framework that will help any organisation to enact SD logic effectively. In particular, the authors identify the organisation's service culture as one of the necessary components for co-creating value with the customers and suggest seven key antecedents of service culture. Additionally, the proposed framework incorporates both the objective measure - customer behavioural loyalty and subjective measure - perceived co-creation value to measure the performance outcome.