Revealing customer dominant logic in healthcare services

With the increasing interest in the customers' role in service processes and value creation, there is a need to explore customer dominant logic in real service settings. This study focuses on the appearance and characteristics of customer dominant logic through a case study conducted in a healthcare service organisation. The main findings of the study concern how customer dominant logic appears in certain situations, when the service provider utilises information about a customer's life and ecosystem. The study results provide a rich contribution towards a deeper understanding of customer dominant logic in services. Practical suggestions are offered to service managers to make their services more customer‐centric.