There are many possible explanations for why a dog might lick its owner or other people. Here are some reasons why a dog might lick:

1. Affection: Dogs often express affection by licking people, especially on the face or hands. Dogs show their owner their affection and love this way.
2. Grooming: Dogs also lick to clean themselves or other animals. Through this licking, the dog also wants to clean and groom its owner.
3. Attention: Dogs that lick people want to attract attention and show that they want water or food.
4. Stress relief: Dogs often lick to relieve stress or to calm themselves because they are anxious.

It is crucial to understand the reasons for your dog's licking, as it can be unwanted behavior, especially if the licking is excessive. If your dog licks out of love, it may be helpful to teach him various ways to show affection, such as cuddling or gentle petting. If your dog licks for other reasons, such as to gain attention or relieve stress, you should work to address the underlying issues and encourage other behaviors.