Purpose– The purpose of paper is to examine empirically theoretical concepts of service dominant logic (SDL) in value creation applied by faculty members of two universities Design/Methodology/Approach– An empirical analysis is conducted to understand the extent to which service dominant logic (SDL) is predicted by various organisational traits. 400 repondents of University of Jammu and Guru Nanak Dev University were contacted. Findings– The SEM results indicate significant relationship of SDL with all the three antecedents namely, organisational justice, organisational commitment and employee participation as well as with value creation. Originality- The study contributes to existing literature by providing empirical evidence of SDL and its antecedents in context to value creation by faculty members. Research limitations– Future studies should examine the role of individual traits like personality traits, motivation in predicting SDL. Consequential variables of SDL like organisational performance, customer satisfaction etc. should also be examined.