Following SD Logic development over the last decade this research intends to contribute to its advance by exploring the resource integration during customers’ practices in a mass market context. The purpose of this research was to get a deeper understanding of how customers during their practices in a specific context were able to integrate resources and by doing so to create value for them. Thus, the research question that guided the investigation was “How customers integrate several resources belonging to different service systems in order to get their intended outcome and create value for themselves?”. An empirical research was conducted in a multinational fast food company to grasp customer practices in this context. To do so, the researcher first observed customers’ practices and resources used and then through customers’ narratives the link between the observations and the motives why certain behaviors were shown was established. Furthermore, the type of practices different customer groups undertook was also possible to identify. Besides adding knowledge on resource integration in a mass market under an SD Logic perspective, in managerial terms, by identifying resources integrated by customers during their practices it will help managers to find new opportunities to co-create value with their customers.

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