Purpose: The purpose of this paper is to identify the key elements of professional identity in service work in order to provide more in-depth theoretical explanations as to why service workers do as they do while co-creating service. Design/methodology/approach: This study takes a...

Purpose This article investigates the role of frontline employees in service innovation from a service-dominant logic perspective. Frontline employees lack a formal innovation obligation. Service innovation is a resource integration process resulting in the creation of new value propositions....