RT Journal Article
T1 The University as a Means for Value Creation. Service-learning for Service Orientation
A1 Ramón-Jerónimo, María Ángeles
A1 Vázquez-Carrasco, Rosario
A1 Olavarría Jaraba, Ana
A1 Grott, Emily Mary
K1 Service-learning
K1 Service orientation
K1 Service-dominant logic
AB Service Dominant Logic (SDL) proposes value creation as a process based on service, the success of which ultimately depends on employees’ service orientation. Given that universities are the nest of future employees, and the latest World Economic Forum Future of Jobs Report highlights skills such as empathy and active listening, leadership and social influence—all of which are reflected in service orientation – universities seem best placed to harness these skills. However, no previous studies have focused on how to develop service orientation through marketing courses in universities. A quasi-experimental approach using differences-in-differences design (DID) was conducted to test how service-learning contributes to service orientation in marketing courses. Data analyzed by using Structural Equation Modelling (SEM), indicates that individual service orientation can be fostered through a service-learning experience. Our findings suggest that service orientation is driven mainly by the social experience. Moreover, no significant effect of the academic learning of the marketing course on the ser-vice orientation was observed. Essentially, the study provides two main insights: the role of the university in value creation through the learning process, and the effects of designing training programs based on service-learning for future marketing personnel success.
PB Sage
YR 2025
FD 2025-01-16
LK https://hdl.handle.net/10433/27464
UL https://hdl.handle.net/10433/27464
LA en
NO SAGE Open, vol 15, nº 1, p. 1-14
NO Proyectos de investigaciónGovernment of Andalusia, reference PROYEXCEL_00161. Call 15/12/2021, BOJA 239European Regional development fund (FEDER) reference UPO-1380797
NO Departamento de Organización de Empresas y Marketing, Universidad Pablo de Olavide
DS RIO
RD Oct 15, 2026