The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
A customer‐dominant logic of service
Abstract
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 implications for research and practice. Practical implications: Awareness of the mechanisms of customer logic will provide businesses with new perspectives on the role of the company in their customers' lives. It is proposed that understanding the customer's logic should represent the starting‐point for the company's marketing and business logic. Originality/value: The paper increases the understanding of how the customer's logic underpins the CD business logic. By exploring consequences of applying a CD logic, further directions for theoretical and empirical research are suggested.
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Citations
Cites
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Evolving to a New Dominant Logic for Marketing
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Service-dominant logic: continuing the evolution
Vargo, S. L., & Lusch, R. F. (2008) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-007-0069-6 · Cited by 7,824
Consumer Culture Theory (CCT): Twenty Years of Research
Arnould, E. J., & Thompson, C. J. (2005) · Journal of Consumer Research · doi:10.1086/426626 · Cited by 3,677
Managing the co-creation of value
Payne, A. F., Storbacka, K., & Frow, P. (2008) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-007-0070-0 · Cited by 3,502
Customer experience creation: Determinants, dynamics and management strategies
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009) · Journal of Retailing · doi:10.1016/j.jretai.2008.11.001 · Cited by 3,140
The somatic marker hypothesis and the possible functions of the prefrontal cortex
Damasio, A. R. (1996) · Philosophical Transactions of the Royal Society of London. Series B: Biological Sciences · doi:10.1098/rstb.1996.0125 · Cited by 2,847
Revisiting Consumption Experience: A More Humble but Complete View of the Concept
Carù, A., & Cova, B. (2003) · Marketing Theory · doi:10.1177/14705931030032004 · Cited by 851
Service portraits in service research: a critical review
Edvardsson, B., Gustafsson, A., & Roos, I. (2005) · International Journal of Service Industry Management · doi:10.1108/09564230510587177 · Cited by 763
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Service research priorities in a rapidly changing context
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L., & Voss, C. A. (2015) · Journal of Service Research · doi:10.1177/1094670515576315 · Cited by 1,469
Customer experience: fundamental premises and implications for research
Becker, L., & Jaakkola, E. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00718-x · Cited by 944
Characterizing Value as an Experience: Implications for Service Researchers and Managers
Helkkula, A., Kelleher, C., & Pihlström, M. (2012) · Journal of Service Research · doi:10.1177/1094670511426897 · Cited by 605
Customer dominant value formation in service
Heinonen, K., Strandvik, T., & Voima, P. (2013) · European Business Review · doi:10.1108/09555341311302639 · Cited by 353
Self-citationCustomer participation and value creation: a systematic review and research implications
Mustak, M., Jaakkola, E., & Halinen, A. (2013) · Managing Service Quality: An International Journal · doi:10.1108/msq-03-2013-0046 · Cited by 302
Organisational Capabilities for Customer Participation in Health Care Service Innovation
Sharma, S., Conduit, J., & Rao Hill, S. (2014) · Australasian Marketing Journal · doi:10.1016/j.ausmj.2014.08.002 · Cited by 103
Jansen, B. J., Salminen, J. O., & Jung, S.-G. (2020) · Data and Information Management · doi:10.2478/dim-2020-0005 · Cited by 97
The critical factors shaping customer shopping experiences with innovative technologies
Ylilehto, M., Komulainen, H., & Ulkuniemi, P. (2021) · Baltic Journal of Management · doi:10.1108/bjm-02-2021-0049 · Cited by 62
Van Oerle, S., Lievens, A., & Mahr, D. (2018) · Psychology & Marketing · doi:10.1002/mar.21111 · Cited by 43
Metadata
- Authors
- Heinonen, K., Strandvik, T., Mickelsson, K., Edvardsson, B., Sundström, E., & Andersson, P.
- Venue
- Journal of Service Management
- Publisher
- Emerald
- Published
- 2010-08-10
- Volume
- 21
- Issue
- 4
- Pages
- 531-548
- ISSN
- 1757-5818 (ISSN-L)
- OpenAlex
- W2036159615
- Cited by
- 785
- References
- 9
- FWCI
- 74.71
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
