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Service-Dominant Logic: What It Is, What It Is Not, What It Might Be
Abstract
The role of a producer traditionally has been viewed as the development and delivery of goods and services, and the role of customers has been viewed as the consumption of those goods and services. This chapter explores the idea of a co-producer to the front end of the value-creation process: the customer-needs identification process. It attempts to provide a deeper insight into methods of dialog that firms can follow to build a stronger capability in co-producing with customers. The chapter describes the characteristics of dialogs that can increase the ability to &s;co-create the future&s; of what a particular service encounter could entail. Co-creating the voice of the customer requires an open dialog between the firm and the customer. Trust is a well-explored topic in the marketing literature. If trust is lacking, it is hard to expect a party to build on the comments and ideas of the other party.
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Cited by
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
Self-citationManaging 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
Trying to prosume: toward a theory of consumers as co-creators of value
Xie, C., Bagozzi, R. P., & Troye, S. V. (2008) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-007-0060-2 · Cited by 668
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2017.12.001 · Cited by 591
A stakeholder perspective of the value proposition concept
Frow, P., & Payne, A. (2011) · European Journal of Marketing · doi:10.1108/03090561111095676 · Cited by 424
Metadata
- Venue
- The Service-Dominant Logic of Marketing
- Publisher
- Routledge
- Published
- 2014-12-18
- Pages
- 61-74
- OpenAlex
- W2891267295
- Cited by
- 514
- References
- 0
- FWCI
- 346.35
- Type
- book chapter
- Language
- en
- Open access
- closed
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