Service Dominant Logic and Consumer Culture Theory: Building Theoretical Framework Through Value Creation

Abstract

Marketing thought has evolved substantially from a goods-centered perspective toward a service-centered view emphasizing intangible resources and value co-creation. The introduction of service-dominant logic marked a paradigmatic shift by redefining exchange as the application of specialized knowledge and skills rather than the transfer of tangible goods. In parallel, consumer culture theory emerged as a multidisciplinary framework that examines consumption as a culturally and socially embedded process shaped by meanings, identities, and marketplace structures. This paper conceptually integrates service-dominant logic and CCT by identifying value creation, specifically value-in-use, as the central intersection between the two perspectives. Drawing on the role of operant resources possessed by both firms and consumers, the study argues that service-dominant logic offers a managerial perspective on value co-creation, while CCT provides the consumer’s cultural and experiential viewpoint. By linking these perspectives, the paper develops a unified theoretical framework that enhances understanding of how value is co-created through service exchange within cultural contexts, thereby contributing to marketing theory and future research directions.