Making Service Logic Explicit: Findings from Business-to-Business Case Study

Service logic means a holistic approach towards the management, offering, and customers of a service business. The previous literature on service logic appears to be mostly conceptual, lacking empirical examples. This research paper provides such examples through a retrospective case study by analysing the evolution of a knowledge-intensive professional service company during the last eight years. The embodiments of service logic were examined from four dimensions: 1) value logics, 2) relationships, 3) processes and interactions, and 4) service culture. The findings showed a strong intertwining within the above service logic dimensions. In our case company, sustainable success required the company as a whole to be tuned towards a customer orientation and a balance to be found between operations and different value creation logics.