Author(s): Rupa Mahajan
This Systematic Literature Review examines value co-creation within the Service-Dominant Logic (SDL) perspective by integrating the TCCM (Theory–Context–Characteristics–Methodology) framework to structure and synthesise existing research. Using a Critical Systematic Literature Review guided by the PRISMA approach, the study analyses peer-reviewed articles to identify dominant theories, research contexts, key constructs, and methodological patterns related to trust, organizational culture, and value co-creation across service ecosystems. The findings reveal that SDL-based studies are largely grounded in value co-creation and relationship marketing theories, with trust functioning as both an antecedent and an outcome of co-creation processes. Contextually, research is concentrated in developed economies and traditional service settings, while emerging markets and digitally enabled service ecosystems remain underexplored. In terms of characteristics, inconsistencies in the conceptualisation of trust and limited attention to organizational culture contribute to fragmented empirical outcomes. Methodologically, the literature is dominated by empirical, cross-sectional studies, highlighting a need for longitudinal and mixed-method research designs. Applying the TCCM framework, this review identifies critical research gaps and emerging themes, including culturally embedded trust-building mechanisms, technology-enabled resource integration, and collaborative service design. Based on these insights, the study proposes integrated, trust-based, and culturally informed conceptual frameworks to advance SDL research. The review offers practical implications for researchers, practitioners, and organizations aiming to operationalize value co-creation strategies that enhance sustained relationships and value creation across service ecosystems. The paper concludes by outlining key findings, limitations, and directions for future research.