Loyalty in Cooperatives Through the Service Dominant Logic View

This paper offers a theoretical analysis of agricultural cooperatives´ assistance to its members innovate as value proposition loyalty. The Service Dominant Logic (SDL) is used the background. Through logical reasoning we infer that generation through fundamental service provision like innovation sharing could strengthen cooperator’s for relational perceived value, where actions and interactions occur cocreate. provides correlations from theory practice which help reader get better picture idea exposed here. understanding about whose actors cocreate what values propositions are important associates cooperative an institution survive allow cooperatives orient efforts towards offer way enhancing loyalty strengthening improvement commitment.