The S-D logic-informed "hamburger" model of service innovation and its implications for engagement and value

Purpose - While research on customer engagement and service innovation is rapidly emerging, limited insight exists into the interface of these topic areas. However, given the shared notion of (e.g. customer/firm) interactivity across these concepts, the purpose of this paper is to explore their theoretical interface that remains nebulous to date. Design/methodology/approach - Building on a literature synthesis, the authors develop an S-D logic-informed "hamburger" model of service innovation that depicts the service innovation process, and its ensuing outcomes for particular actor groups, including the firm, its customers, etc. They conclude by proposing frontiers for future research that arise from the model. Findings - The authors explore the theoretical foundations of customer engagement and service innovation, and integrate these in their S-D logic-informed "hamburger" model of service innovation. In the model, they acknowledge the key role of organizational resources in enabling service innovation, which will interact with specific service innovation actors (e.g. customers, employees) to create successful service innovations. The model next proposes service innovation development and implementation, from which focal service innovation actors will seek, and derive, particular types of value (e.g. profit for the actor of the firm), as shown at the top of the model. They conclude by offering a set of future research directions that arise from the model. Research limitations/implications - The S-D logic-informed "hamburger" model of service innovation can be used to guide future research into service innovation, including studies investigating service innovation's role in driving customer engagement and value. Practical implications - The attained insight will be useful to managers seeking to enhance their service innovation-based returns (e.g. by suggesting ways in which service innovation can enhance customer engagement). Originality/value - The authors propose a novel, S-D logic-informed "hamburger" model of service innovation and its key antecedents (e.g. firm-based resources) and consequences (e.g. customer engagement and value).