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This paper presents a new conceptualization of digital service anchored in a coconstitutive ontology of digital “x” phenomena, illuminating the pivotal role of the digital qualifier in the service context. Our objective is to provide a theoretically grounded conceptualization of digital service and its impact on the nature of the value cocreation process that characterizes digital phenomena.

Drawing from scholarly works on digital phenomena and fundamental principles of service-dominant logic, this paper delineates the essence of digital service based on the interplay between digitization and digitalization as well as the operational dynamics of generativity and its constitutive dimensions (architecture, community, governance).

The paper defines digital service as a sociotechnical process of value cocreation, where participants dynamically architect, govern and leverage digital …