A Consideration of Value Co-Creation in Branding of University Research-Laboratories

2. Service Dominant Logic And Value Co-Creation

Value in Goods dominant logic (G-D logic) is created at the moment of exchange. After that, customers use the goods, or the values-added inside them, value co-creation in the new mindset that occurs after value exchange. They currently describe customer values is something experienced by the customer in use situations (Smith & Ng 2012). In other words, values for customers mean that, they feel better after using a service process than before it has been offered to them. The service really helps them to solve their issues. Customers determine their satisfaction by themselves, not by the service suppliers. We can say that value is co-created when customers’ needs and requirements are fully met.