Keywords: S-D logic
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Journal Articles
Journal of Hospitality and Tourism Insights (2025) 8 (1): 326–349.
Published: 21 May 2024
... experiences, emphasizing the importance of fostering a positive affective image in the value co-creation process to attain positive behavioural outcomes. Service-Dominant (S-D) logic posits that economic exchange is primarily driven by the interaction and application of specialized knowledge and skills...

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