THEORY LOGIC OF SERVICE DOMINAT FROM TIME TO TIME WELDING THE MARKETING STUDIES

This study aims to examine the contribution of Vargo and Lusch's (V&L) thinking to the Service-Dominant Logic (SD logic) from its first appearance until the present. Previous research has not specifically analysed all of V&L's contributions since their seminal article on this perspective in 2004. A total of 146 scientific publications by V&L with other authors on the SD logic perspective over a 17-year period (2004–2020) were identified. Each publication is subjected to content analysis using various keyword aspects. The findings show that the types of publications were predominantly journal articles and book chapters. V&L collaborated with 95 authors, primarily from America and Europe. Regarding the origin of the research organizations, 64 institutions collaborated with V&L. All V&L publications are distributed across 44 scientific journals, including marketing and non-marketing journals or those from other social sciences. As a novelty, this research successfully explains the evolution of SD logic research over time-based on V&L's work through a systematic investigation. Furthermore, this study traces V&L's efforts to institutionalize SD logic.