Heinonen, K.; Strandvik, T.; Mickelsson, K-J.; Edvardsson, B.; Sundström, E. & Andersson, P. (2010). "A Customer Dominant Logic of Service". Journal of Service Management. 21 (4): 531–548. doi:10.1108/09564231011066088.

Heinonen et al. (2010) proposed a customer-dominant logic of service and argued that service should be seen as a collaborative process between the service provider and the customer. The study emphasized the importance of customer participation in the service process and co-creation of value.