Co-Creation of Value in the Brazilian Private Higher Educational Service

Abstract

The Service Dominant Logic (SDL), proposed by Vargo and Lusch (2004), claims for a change, from tangible to intangible features of value, based in habilities, knowledge and processes (PAYNE et al., 2009). The integrational view for product and service conciliation is an important Marketing contribution (VARGO, LUSCH, 2004). One of the most important assertations about SDL is related to customer, as an active actor always involved in the co-creation of value (PAYNE, STORBACKA, FROW, 2008).