Services and creating value for customers – marketing approach

Perceiving enterprise marketing through the prism of value provided to customers is already a well-established approach to management expertise, including the field of marketing. The article addresses the role of services in the delivery of this value. The aim of the article is to review the state of research in this area based on scientific analysis of Polish and foreign journals. The result of the study is the identification of various research approaches to exploit the potential inherent in the service in order to create and provide value to the customer. In further research on the business model and competitiveness of enterprises, it is possible to develop an innovative concept of so-called service dominance logic in marketing.