Co‐creating logistics value: a service‐dominant logic perspective

The purpose of this study is to explore logistics service value through the theoretical lens of service‐dominant (S‐D) logic with a focus on the creation of logistics value jointly by the provider and the customer.

A cross‐disciplinary literature review including supply chain management, logistics, marketing, and strategy is conducted to integrate existing knowledge on value of service and antecedents and consequences of value creation in a process framework for co‐creation of value in a logistics context. This framework is grounded in the S‐D logic perspective and supported by transaction cost analysis (TCA), resource‐based view (RBV) and knowledge‐based view (KBV) of the firm.

The process of co‐creation of value in a logistics context has three phases: learning, innovation and execution, and outcomes. These phases and their key elements are integrated into a comprehensive framework of co‐creation of logistics service value. A total of 12 propositions are offered to describe the process for achieving competitive advantage through co‐creation of logistics service value.

The proposed framework adds to the current knowledge on logistics service value by exploring the concept from the S‐D logic perspective and suggests guidelines for managers on developing a process for co‐creation of logistics service value that leads to competitive advantage and enhanced customer satisfaction. Follow‐on qualitative research such as grounded theory is needed to emerge a theory grounded in empirical data that explicates how the co‐creation of value can occur.

This study is novel in that it applies the S‐D logic perspective in a logistics context. This research leverages existing knowledge through a deeper understanding of the concept of logistics service value and use of well‐accepted theoretical perspectives such as TCA, RBV, and KBV.