A customer‐dominant logic of service

Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business logic.Design/methodology/approach – The authors argue that both the goods‐ and service‐dominant logic are provider‐dominant. Contrasting the provider‐dominant logic with CD logic, the paper examines the creation of service value from the perspectives of value‐in‐use, the customer's own context, and the customer's experience of service.Findings – Moving from a provider‐dominant logic to a CD logic uncovered five major challenges to service marketers: company involvement, company control in co‐creation, visibility of value creation, scope of customer experience, and character of customer experience.Research limitations/implications – The paper is exploratory. It presents and discusses a new perspective and suggests implication...

[1]  Bernd H. Schmitt,et al.  Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? , 2009 .

[2]  Bo Edvardsson,et al.  Emotions and Stability in Telecom-customer Relationships , 2009 .

[3]  Dhruv Grewal,et al.  Customer Experience Management in Retailing: An Organizing Framework , 2009 .

[4]  Katherine N. Lemon,et al.  Customer Experience Creation: Determinants, Dynamics and Management Strategies , 2009 .

[5]  D. Stewart,et al.  Customer Experience Management in Retailing: Understanding the Buying Process , 2009 .

[6]  A. Payne,et al.  Co-creating brands : Diagnosing and designing the relationship experience , 2009 .

[7]  John F. Sherry,et al.  Introduction: Explorations in Consumer Culture Theory what are we exploring now? , 2009 .

[8]  Annika Ravald.  Hur uppkommer värde för kunden , 2008 .

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

[10]  Stephen L. Vargo,et al.  Customer Integration and Value Creation , 2008 .

[11]  Benét DeBerry-Spence.  Consumer creations of product meaning in the context of African-style clothing , 2008 .

[12]  Ajit Kumar Nayak,et al.  The reflexive consumer , 2008 .

[13]  C. Grönroos.  Service logic revisited: who creates value? And who co‐creates? , 2008 .

[14]  Stephen L. Vargo,et al.  On value and value co-creation: A service systems and service logic perspective , 2008 .

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

[16]  Mary Jo Bitner,et al.  Service Blueprinting: A Practical Technique for Service Innovation , 2008 .

[17]  Peter R. Magnusson,et al.  Value in use through service experience , 2008 .

[18]  Lia Patrício,et al.  Designing Multi-Interface Service Experiences , 2008 .

[19]  A. Payne,et al.  Managing the co-creation of value , 2008 .

[20]  Kim S. Harris,et al.  Creating the service experience , 2008 .

[21]  A. Patterson,et al.  Chronicles of 'customer experience': the downfall of Lewis's foretold , 2008 .

[22]  G. Noci,et al.  How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer , 2007 .

[23]  Stephen Brown.  Are we nearly there yet? On the retro-dominant logic of marketing , 2007 .

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

[25]  Colin Shaw,et al.  The DNA of Customer Experience: How Emotions Drive Value , 2007 .

[26]  C. Meyer,et al.  Understanding customer experience. , 2007, Harvard business review.

[27]  C. White.  Towards an Understanding of the Relationship between Mood, Emotions, Service Quality and Customer Loyalty Intentions , 2006 .

[28]  Alladi Venkatesh,et al.  Further evolving the new dominant logic of marketing: from services to the social construction of markets , 2006 .

[29]  S. Schembri,et al.  Rationalizing service logic, or understanding services as experience? , 2006 .

[30]  C. Grönroos.  Adopting a service logic for marketing , 2006 .

[31]  Oskar Korkman,et al.  Customer Value Formation in Practice: A Practice-Theoretical Approach , 2006 .

[32]  E. Arnould,et al.  Reflections and Reviews Consumer Culture Theory (CCT): Twenty Years of Research , 2005 .

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

[34]  S. Balasubramanian,et al.  Creating Growth With Services , 2004 .

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

[36]  B. Cova,et al.  Revisiting Consumption Experience , 2003 .

[37]  Kim S. Harris,et al.  Theatrical service experiences: Dramatic script development with employees , 2003 .

[38]  D. Stewart,et al.  From consumer response to active consumer: Measuring the effectiveness of interactive media , 2002 .

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

[40]  A. Damasio.  The somatic marker hypothesis and the possible functions of the prefrontal cortex. , 1996, Philosophical transactions of the Royal Society of London. Series B, Biological sciences.

[41]  D. Littler,et al.  Evaluating alternative research paradigms: A market‐oriented framework , 1996 .

[42]  D. Holt.  How Consumers Consume: A Typology of Consumption Practices , 1995 .

[43]  R. Normann,et al.  From value chain to value constellation: designing interactive strategy. , 1993, Harvard business review.

[44]  Linda L. Price,et al.  River Magic: Extraordinary Experience and the Extended Service Encounter , 1993 .

[45]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[46]  G. Bower,et al.  Mood effects on person-perception judgments. , 1987, Journal of personality and social psychology.

[47]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[48]  C. Grönroos.  An Applied Service Marketing Theory , 1982 .

[49]  C. Grönroos.  Extending the logic: rethinking value creation and co-creation and their marketing implications , 2008 .

[50]  G. L. Shostack.  Designing Services That Deliver , 1996 .

[51]  A. Parasuraman,et al.  Refinement and reassessment of the SERVQUAL scale. , 1991 .

[52]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .

[53]  R. Normann,et al.  Service management: Strategy and leadership in service businesses , 1984 .

[54]  P. Drucker.  Management: Tasks, Responsibilities, Practices , 1974 .