Jennifer Chandler, California State University-Fullerton
Robert Lusch, University of Arizona

The proposed framework sheds light on the fundamental role of value propositions in many-to-many service environments. The authors explore how and why market actors (consumers, firms and stakeholders) engage in service exchanges. Building on service-dominant logic and sociology, the authors theoretically link three service constructs: value propositions as invitations to engage, engagement as alignment of connections and dispositions, and service exchange as multi-actor engagement. The authors assert that actors engage in service exchanges to realize the benefits of aligning their past, present, and future connections and dispositions.


This article is forthcoming in MIS Quaterly.