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The dominant logic of service focuses on developing strategies that help companies maintain a competitive advantage because customers are taken into consideration within the process of creating value for them. The concept of dominant logic focuses on two aspects: the first known as goods-dominant logic and the second is service-dominant logic. The study focuses on the latter. The objective of this research is to reveal, through a literature review, how the dominant logic of service has provided benefits to marketing, mainly in aspects related to customer satisfaction. The Elsevier Scopus database was accessed, and a literature search of all documents indexed between 2008 and 2022 was carried out. The Bibliometrix and VOSviewer programs were used to obtain and analyze data. According to document type, a total of 42 scientific articles, 17 review documents, 7 book chapters, and 3 reviews (contributions) were identified. It is evident that the greatest number of publications appears between 2015 and 2022, with a participation percentage of 12% for each year. An average of 36.45 citations were submitted per document. In a co-occurrence analysis, 433 keywords were found, of which 11 met a minimum number of five occurrences and the three with the highest number stood out, customer satisfaction 43, service-dominant logic 13 and co-creation 12. It is concluded that the Service-dominant logic is a key factor in the development of marketing strategies, mainly due to its actions aimed at customer satisfaction.
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