Re-examining B2B customer value within the framework of customer dominant logic

The service provider's perspective is commonly employed to elucidate the customer value in the business-to-business setting. This approach, rooted in the service-dominant logic, highlights many facets of customer value, including the co-creation of value and the shared use of resources in value creation. Nevertheless, this approach offers little insight into the value generated by customer's actions, sentiments, and events, which may remain invisible to the service provider. Therefore, this study aims to conduct a thematic analysis to re-evaluate the notion of customer value in the business-to-business context. A novel conceptual model was constructed employing the customer dominating logic perspective to accurately capture the customer's sense-making. Subsequently, the pertinent model was subjected to robust testing utilizing the PLS-SEM methodology. Adhering to the PRISMA protocol, the dataset comprises the final 81 papers that have been published in journals indexed by SSCI and were obtained from Web of Science, Scopus, and Google Scholar. Using an inductive approach, we identified ten primary themes and twenty-two sub-themes. Accordingly, the newly created model was evaluated using data collected from 317 buying managers employed by industrial businesses. The research provides insights into how customer value is created inside the customer ecosystem by taking a complete approach by examining the supplier, interaction, and consumer domains. Moreover, this study lays significant importance on the customer value in both individual and collective settings, aligning with the recommendations of several previous studies. This study provides useful insights for both theoretical and practical purposes, in addition to various novel contributions.