Table 2.

Axioms and assumptions of the service-dominant logic.

Source Adapted from Vargo and Lusch (2016, 2017)

Axioms (A)	Premises	Explanation
A1—Service is the fundamental basis of exchange	P 1—Service is the basis the fundamental part of the exchange P 2—Indirect exchange masks the the fundamental basis of exchange P 3—Goods are a mechanism distribution for service provision	Applying operating resources (knowledge, skills, and specialized competencies) “service” is the basis for all exchanges. “Service” is replaced by “service”
A2—Value is always co-created by multiple actors, including the beneficiary	P 6—The customer is always a value co-creator	It implies that value creation is interactional
A3—All economic and social actors are resource integrators	P 4—Operating resources (intangible) are the fundamental source of competitive advantage P 5—All economies are service economies	Explains the context of value creation. Actors integrate and exchange resources
A4—Value is always unique and phenomenologically determined by the beneficiary	P 7—The company cannot deliver value but only propose value P8—A service-centered vision is inherently customer-oriented (beneficiary) and relational P 10—The value is unique and phenomenologically determined by recipient	Value is peculiar, experiential, and contextual
A5—The co-creation of value is coordinated by institutions generated by actors and institutional arrangements	P 9—All social actors and economic are resource integrators P 11—The co-creation of value is coordinated through institutions	Institutions provide guidelines for the co-creation of value by exchanging service for service