Sustainable Practices and Customer Value in Aviation Customer Dominant Logic Perspective

Abstract

Through the perspective of Customer-Dominant Logic, this study explores the gaps that exist in the aviation literature with relation to sustainable practices and customer value. Earlier studies, which frequently have their origins in Service-Dominant Logic (S-DL), place an emphasis on the value creation by providers, while ignoring customers' evaluation value inside their own ecosystems. In the context of sustainable practices, this study highlights important gaps based on dynamic capacities, brand image, information sharing, service quality, performance, customer trust, customer loyalty, satisfaction, and customer experience. This is accomplished via the utilization of a systematic literature review. The findings underline the importance of gaining a more in-depth understanding of the manner in which customers make sense of sustainable practices that are outside the control of service providers in aviation sector. This study also enhances comprehensive knowledge of customer value in sustainable aviation, with a particular emphasis on the formation of value emerges in customer reality.