What about interaction? Networks and brands as integrators within service-dominant logic

Purpose - This paper aims to increase the understanding of networks within the service-dominant logic (S-D logic) and to demonstrate the importance of interaction between network actors as a driving force behind the co-creation process. Design/methodology/approach - The paper uses rich empirical data from a travel industry network consisting of in-depth interviews and a survey of approximately 100 meetings professionals. Findings - The paper conceptualizes the key actors involved in the co-creation process as Brand Governor, Providers and Customers. In addition, it proposes an advancement of the service brand-relationship-value triangle introduced by Brodie et al by linking the key processes and actors in the triangle. It is found that the network approach provides a deeper understanding of how actors integrate with one another and how this interaction leads to co-created outcomes that can be translated into value. Research limitations/implications - Future research could employ empirical material from other studies to increase the reliability of the findings. In particular, the issues of trust and power among actors with regard to S-D logic are highlighted. Practical implications - The differences in power could be advantageous for the entire network because the actors are involved in exchange and constantly seeking balance between themselves. Originality/value - The paper extends the current debate on S-D logic, especially the co-creation of value, by highlighting the importance of networks.