Abstract
Purpose - This conceptual article analyses the implications generated by a service perspective.Design/methodology/approach - A conceptual analysis of two approaches to understanding service perspectives, service logic (SL) and service-dominant logic (SDL), reveals direct and indirect marketing implications.Findings - The SDL is based on a metaphorical view of co-creation and value co-creation, in which the firm, customers, and other actors participate in the process that leads to value for customers. The approach is firm-driven; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets created in customer processes, and value creation is customer-driven. Ten managerial SL principles derived from these analyses offer theoretical and practical conclusions with the potential to reinvent marketing.Research limitations/implications - The SDL can direct researchers’ and managers’ views toward complex value-generation processes. The SL can analyse this process on a managerial level, to derive customer-centric, service perspective-based opportunities to reinvent marketing.Practical implications - The analysis and principles help marketing break free from offering only value propositions and become an organization-wide responsibility. Firms must organize service-influenced marketing and create a customer focus among all employees, beyond conventional marketing. Originality/value - A service perspective on business has key managerial implications and enables researchers and managers to find new, customer-centric, service-influenced marketing approaches.
Purpose - This conceptual article analyses the implications generated by a service perspective.Design/methodology/approach - A conceptual analysis of two approaches to understanding service perspectives, service logic (SL) and service-dominant logic (SDL), reveals direct and indirect marketing implications.Findings - The SDL is based on a metaphorical view of co-creation and value co-creation, in which the firm, customers, and other actors participate in the process that leads to value for customers. The approach is firm-driven; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets created in customer processes, and value creation is customer-driven. Ten managerial SL principles derived from these analyses offer theoretical and practical conclusions with the potential to reinvent marketing.Research limitations/implications - The SDL can direct researchers’ and managers’ views toward complex value-generation processes. The SL can analyse this process on a managerial level, to derive customer-centric, service perspective-based opportunities to reinvent marketing.Practical implications - The analysis and principles help marketing break free from offering only value propositions and become an organization-wide responsibility. Firms must organize service-influenced marketing and create a customer focus among all employees, beyond conventional marketing. Originality/value - A service perspective on business has key managerial implications and enables researchers and managers to find new, customer-centric, service-influenced marketing approaches.
