Adopting a service logic for marketing
Abstract
Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion. In the present article, following the research tradition of the Nordic School, the contribution of service marketing to marketing at large is discussed. In this article a service logic is compared to a goods logic. It is concluded that a service logic fits best the context of most goods producing businesses today. These conclusions are similar to those proposed by Vargo and Lusch (2004). However, there are differences as well, as the approach of the Nordic School is to study services directly in their marketing context and report on how changing marketing contexts influence the logic required for effective marketing.
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Article first published: September 2006
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Published online: September 1, 2006
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- An Analysis of Knowledge Space Concept and Recursive Approach for Serv...
- Logistics and Supply Chain Management: An Area with a Strategic Servic...
- Transitioning to Value Co-development
- Value Creation in Online Services
- Reconceptualizing Resources: A Critique of Service-Dominant Logic
- A new era of consumer marketing?
- The Emergence of New Media and Its Effects on the Popular Music Indust...
- Customer perceptions of the value of new packaging technologies
- Diagnosing service brand strength: customer-dominant brand relationshi...
- Zooming in VS zooming out on value co-creation: Consequences for BtoB ...
- The transition from products to solutions: External business model fit...
- Disintermediation in Business-to-Business Service Channels: Mechanisms...
- Tourism Experience Network: Co-creation of Experiences in Interactive ...
- Seizing the Opportunities Opened by the ‘Peak oil’ Effect to Reorient ...
- 1 + 1 does not always equal value creation: The case of YouTube
- The organic view of the brand: A brand value co-creation model
- Students as Consumers: Commodifying or Democratising Learning?
- Bridging the Gap between Citizens and Local Administrations with Knowl...
- Obstacles to upgrading customer value‐in‐use in retail banking
- Knowledge dissemination in the global service marketing community
- Service orientation: effectuating business model innovation
- ‘It’s not us, it’s them!’ – Rethinking value co-creation among multipl...
- Effect of Perceived Service Quality on Customer Satisfaction in Hospit...
- SECI model and KIKI model on knowledge creation
- CO-creation in creative services: the role of client in advertising ag...
- VALUE CO-CREATION SIGNIFICANCE OF TOURIST RESOURCES
- Role configurations in the service provision process: empirical insigh...
- The influence of value on loyalty in the supermarket industry
- Electronic Service Quality and Value...
- Customer positivity and participation in services: an empirical test i...
- Service‐dominant innovation in the built environment
- Conceptual and mathematical model for quality improvement in health ca...
- Having a strategy for new service development – does it really matter?
- Value creation processes and value outcomes in marketing theory...
- IT service climate, antecedents and IT service quality outcomes: Some ...
- The internet and value co-creation: the case of the popular music indu...
- Trust–Commitment as a Mediator of the Celebrity Endorser–Brand Equity ...
- Identifying potential sources of value in a packaging value chain
- Value co‐creation: theoretical approaches and practical implications
- Making a profit with R&D services — The critical role of relational ca...
- Service Innovation Analytics: Towards Assessment and Monitoring of Inn...
- Intellectual Capital in a Services-Oriented Firm
- Value Co-Creation in Cloud Services
- Any way goes: Identifying value constellations for service infusion in...
- Grundlagen service-orientierter Geschäftsmodelle
- Experience sharing
- Service integration and coordination in a complex world
- The enactment of socially embedded service systems: Fear and resourcin...
- Fuzzy promises: explicative definitions of brand promise delivery
- Value creation in international higher education
- The emergence of the new service marketing: Nordic School perspectives
- Some Philosophical Problems for Service-Dominant Logic in Marketing
- Customer integration within service development—A review of methods an...
- Are they being served? Linking consumer expectation, evaluation and co...
- The paradigmatic pitfalls of customer-centric marketing
- “Staging the past, enacting the present”
- Slippery Concepts in Context
- Rethinking Co-production in a Service Context
- How to build a strategic network: A practitioner-oriented process mode...
- Invisible communication: a challenge to established marketing communic...
- Conflict and advertising planning: consequences of networking for adve...
- Linking Service-Dominant Logic and Strategic Business Practice...
- New marketing definition: a future agenda for low cost carrier airline...
- Service design: Suggesting a qualitative multistep approach for analyz...
- A Three-Component Definition of Strategic Marketing
- Knowledge Space Concept and Its Application for Servitizing Manufactur...
- Exploring customer brand engagement: definition and themes
- The feasibility of system dynamic modeling in value assessment of indu...
- Psychological safety, contributions and service satisfaction of custom...
- Health Branding Ethics
- A services perspective for text message coupon customization
- The influence of the employer brand on employee attitudes relevant for...
- Paradigms in service research
- The consumerist turn in higher education: Policy aspirations and outco...
- Value co-creation in service logic: A critical analysis
- Understanding value co-creation in a co-consuming brand community
- Akzeptanz anbieterseitiger Integration in die Alltagsprozesse der Kons...
- The orchestrating firm: value creation in the video game industry
- User satisfaction of the mySMS service: A value co-creation approach
- Developing the value perception of the business customer through servi...
- Sensory marketing: the multi‐sensory brand‐experience concept
- Contractual governance for public service value networks
- Customer Orientation in Higher Education: The Missing Link in Internat...
- Service as business logic: implications for value creation and marketi...
- The nature and processes of market co-creation in triple bottom line f...
- The theory of attractive quality and experience offerings
- A service perspective on business relationships: The value creation, i...
- Key Dimensions of Service Systems in Value-Creating Networks
- Critical Service Encounters in Hotel Restaurants: The Personnel’s Pers...
- Are They Being Served? Linking Consumer Expectation, Evaluation and Co...
- High Value Manufacturing: A Case Study in Transformation
- E‐services as resources in customer value creation
- A customer‐dominant logic of service
- Building customer trust and loyalty: an empirical study in a retailing...
- Managing Service Quality: Call for a Network Mechanism
- Destination brand identity development and value system
- Value co-creation among retailers and consumers: New insights into the...
- Relational, interactive service innovation: building branding competen...
- Do all SMEs practise same kind of marketing?
- Drivers of customers' service experiences: a study in the restaurant i...
- Protection for profiting from collaborative service innovation
- 不確定な環境における市場予測と遂行的実践
- Pricing and value in financial services
- Marketing strategies in financial services
- Marketing and financial services: an overview
- Semantic Repositories for eGovernment Initiatives: Integrating Knowled...
- Networked Service Innovation Process in the Production of a New Urban ...
- Serviceorientierung als Erfolgsfaktor des Exports von industriellen Di...
- Services Consumption and Garbage Continuum- Developing Research Contex...
- Is the company the only meaningful brand for services?
- Working consumers: the next step in marketing theory?
- What about interaction?
- Monitoring value‐in‐use of e‐service
- Co-creating brands: Diagnosing and designing the relationship experien...
- Value creation in health care services – developing service productivi...
- The influence of customer activity on e-service value-in-use
- Customer Integration—A Key to an Implementation Perspective of Service...
- Do Tourism Providers Know their Visitors? An Investigation of Tourism ...
- The performativity of the service management discourse
- Customer centricity: reality or a wild goose chase?
- Service logic revisited: who creates value? And who co‐creates?
- A semantic repository approach to improve the government to business r...
- Marketing solutions in accordance with the S-D logic: Co-creating valu...
- Initiation of business relationships in service-dominant settings
- Reconfiguration of the conceptual landscape: a tribute to the service ...
- Managing the co-creation of value
- Learning by sharing: waiters' and bartenders' experiences of service e...
- Customer‐support service in the relationship perspective
- Retailers' different value perceptions of mobile advertising service
- The synergic relationship between TQM and marketing in creating custom...
- On defining marketing: finding a new roadmap for marketing
- The CSS Model
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