Third time’s the charm: revisiting the customer in public service logic

Although public service logic (PSL) has emerged as a distinctive theoretical perspective in public service research, its theoretical foundations, drawing on both public administration and service research, have been subject to increasing conceptual scrutiny. Using a theory adaptation approach, this conceptual study extends and offers alternative perspectives on the analytical framing of public service logic. First, the paper examines the strengths and inconsistencies of applying preceding service marketing theories within public service contexts. Second, the viability of further customer-dominant frameworks adapted to public services is explored. Aligning with the recent theoretical developments in PSL, customer-dominant logic (CDL) is employed to acknowledge the holistic value formation that takes place outside co-creation in specific interaction between public service provider and customer. Furthermore, the adaptation of socially constructed customer value in capturing both service’s private and public value is highlighted, providing richer insight into the complexities of value creation in public service ecosystems.