Transforming Marriage Licensing Services Through Service-Dominant Logic: A Structural-Relational And Value-Oriented Analysis Of Public Service Innovation

Abstract

This study examines the implementation of Service-Dominant Logic (SDL) to Public Service Logic (PSL) framework in transforming marriage licensing services at the Religious Affairs Office (KUA) of Bangkala District, Indonesia. Using a qualitative case study approach, data were collected through interviews with 21 informants across four stakeholder categories, direct observation, and document analysis. The research analyzes service transformation through two primary dimensions: Structural-Relational (system coordination, cultural embedding, and stakeholder relationships) and Value-Oriented (value creation, co-production, innovation, and user experience). Findings reveal sophisticated inter-agency collaboration involving multiple government institutions while maintaining sensitivity to local Jeneponto cultural traditions such as Mapaccing and Uang Panai' customs. The Value-Oriented dimension demonstrates multi-layered benefits including cost-free services, immediate certificate provision, comprehensive pre-marriage counseling, and systematic technology adoption through SIMKAH, PUSAKA, and LABACO systems. The collaborative approach through monthly coordination meetings with village religious leaders and systematic community feedback mechanisms exemplifies effective co-production principles. User experiences consistently show high satisfaction levels with accessible, culturally responsive, and professionally delivered services. The study validates the applicability of SDL to PSL framework in Indonesian religious administrative contexts, contributing theoretical insights to public service transformation literature while providing practical evidence that culturally sensitive, technology-enhanced, and collaboratively designed public services can achieve superior outcomes through systematic application of service-dominant logic principles in marriage licensing administration.