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.