Examining organizational value co-creation behavior from the perspective of service science

Abstract

S-D logic is a more robust framework for service science than the traditional goods-dominant (G-D) logic that emphasizes the importance of operant resources and value co-creation. This study examines the dynamic nature of organizational value co-creation behavior by DEMATEL-based ANP. Major research findings can be expected to provide helpful guidance for the effective promotion of organizational value co-creation behavior to leverage the operant resources to their maximum potentiality.