Transitioning from service management to service-dominant logic: Observations and recommendations

Purpose – The purpose of this paper is to reflect on actions and obstacles in the conceptual transition from mainstream service management (1970‐2000s) to a new approach synthesized in service‐dominant (S‐D) logic (2000s).Design/methodology/approach – The paper takes the form of a review of approaches to service in the literature, education, and practice in management disciplines and economics.Findings – S‐D logic has triggered considerable interest in the global academic community. Its ten foundational premises (FPs) hold that service(s) and the roles of suppliers/customers be reconceptualized on a higher level of relevance and generalization. The new logic is not final but – to use its own terminology – is a value proposition that opens up for co‐created theory improvements.Research limitations/implications – To transition from a goods/services divide to a goods/service union, the platform for future service research requires the superordination of mainstream service management by a new language and lex...

[1]  P. Maglio,et al.  Handbook of Service Science , 2012 .

[2]  M. Bhatt Service Management and Marketing , 2011 .

[3]  Stephen L. Vargo,et al.  Service-dominant logic , 2010, The Routledge Handbook of Service Research Insights and Ideas.

[4]  Francesco Polese,et al.  Linking the Viable System and Many-to-Many Network Approaches to Service Dominant Logic and Service Science , 2010 .

[5]  E. Gummesson The new service marketing , 2010 .

[6]  Evert Gummesson,et al.  The Future of Service Is Long Overdue , 2010 .

[7]  Stephen L. Vargo,et al.  Service-dominant logic: continuing the evolution , 2008 .

[8]  W. Reinartz,et al.  How to sell services more profitably. , 2008, Harvard business review.

[9]  Stephen L. Vargo,et al.  From goods to service(s): Divergences and convergences of logics , 2008 .

[10]  Paul P. Maglio,et al.  Fundamentals of service science , 2008 .

[11]  E. Gummesson Case study research and network theory: birds of a feather , 2007 .

[12]  E. Gummesson Exit Services Marketing – Enter Service Marketing , 2007 .

[13]  Stephen L. Vargo,et al.  On a Theory of Markets and Marketing: From Positively Normative to Normatively Positive , 2007 .

[14]  Stephen L. Vargo,et al.  Paradigms, Pluralisms, and Peripheries: On the Assessment of the S-D Logic , 2007 .

[15]  Peter Jones,et al.  Identifying determinants of success in development of new high‐contact services , 2006 .

[16]  Stephen L. Vargo,et al.  The Service-dominant Logic of Marketing: Dialog, Debate, and Directions , 2006 .

[17]  A. Payne,et al.  A Strategic Framework for Customer Relationship Management , 2005 .

[18]  Grönroos Christian,et al.  What Can A Service Logic Offer Marketing Theory , 2005 .

[19]  B. Edvardsson,et al.  Service portraits in service research: a critical review , 2005 .

[20]  Per Capita,et al.  About the authors , 1995, Machine Vision and Applications.

[21]  Dai Hai-qun,et al.  On relationship marketing , 2005 .

[22]  C. Lovelock,et al.  Whither Services Marketing? , 2004 .

[23]  Stephen L. Vargo,et al.  The Four Service Marketing Myths , 2004 .

[24]  Stephen L. Vargo,et al.  Evolving to a New Dominant Logic for Marketing , 2004 .

[25]  Ruth N. Bolton Invited Commentaries on “Evolving to a New Dominant Logic for Marketing” , 2004 .

[26]  Das Narayandas,et al.  Invited Commentaries on "Evolving to a New Dominant Logic for Marketing" , 2004 .

[27]  Richard A. Normann,et al.  Reframing Business: When the Map Changes the Landscape , 2001 .

[28]  Hans-Peter Fröschle,et al.  Customer relationship management , 2019, Digital Marketing Fundamentals.

[29]  R. Fisk,et al.  Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Experts , 2000 .

[30]  A. Parasuraman,et al.  Technology Readiness Index (Tri) , 2000 .

[31]  Evert Gummesson,et al.  Total Relationship Marketing , 1999 .

[32]  Adrian Palmer,et al.  Principles of Services Marketing , 1994 .

[33]  D. Cowell The marketing of services , 1984 .

[34]  James H. Donnelly,et al.  Marketing of services , 1981 .

[35]  P. Fitzroy,et al.  Marketing of Services An Evaluation of the Theory , 1975 .