Customer-dominant logic: foundations and implications

作者：Kristina Heinonen, Tore Strandvik · 发表于：Journal of Services Marketing · 年份：2015 · DOI：10.1108/jsm-02-2015-0096 · 被引用次数：344 · 研究领域：Service and Product Innovation、Customer Service Quality and Loyalty、Consumer Retail Behavior Studies

Purpose – The purpose of this paper is to analyze the theoretical and practical implications of adopting customer-dominant logic (CDL) of service, focusing on how firms can become involved in the customers’ context. Design/methodology/approach – Inspired by the conceptual discussion of service logic and service-dominant logic, this paper focuses on the conceptual underpinnings of CDL. CDL is contrasted with other service perspectives in marketing; CDL is a marketing and business perspective dominated by customer-related aspects instead of products, service, systems, costs or growth. It is grounded in understanding customer logic and how firms’ offerings can become embedded in customers’ lives/businesses. Findings – The conceptual analysis challenges the prevailing assumptions of key phenomena in service research, including interaction, co-creation, service value and service. The paper presents five essential foundations of CDL: marketing as a business perspective, customer logic as the central concept, offering seen through the customer lens, value as formed and not created and the prevalence of customer ecosystems. Research limitations/implications – The paper differentiates CDL from other marketing perspectives. Further empirical research is needed in different empirical settings to provide guidelines for adopting the perspective on a strategic and operational business level. Practical implications – As a firm’s holistic and strategic foundation, marketing is based on under...