Service logic revisited: who creates value? And who co‐creates?

作者：Christian Grönroos · 发表于：European Business Review · 年份：2008 · DOI：10.1108/09555340810886585 · 被引用次数：1841 · 研究领域：Service and Product Innovation、Customer Service Quality and Loyalty、Consumer Behavior in Brand Consumption and Identification

Purpose In the discussion on service‐dominant logic and its consequences for value creation and marketing the inner meaning of the value‐in‐use notion and the nature of service marketing have not been considered thoroughly. The purpose of this paper is to analyze the meaning of a service logic as a logic for consumption and provision, respectively, and explore the consequences for value creation and marketing. Design/methodology/approach Being a research‐based paper, the topic is approached by theoretical analysis and conceptual development. Findings Discussing the differences between value‐in‐exchange and value‐in‐use, the paper concludes that value‐in‐exchange in essence concerns resources used as a value foundation which are aimed at facilitating customers' fulfilment of value‐in‐use. When accepting value‐in‐use as a foundational value creation concept customers are the value creators. Adopting a service logic makes it possible for firms to get involved with their customers' value‐generating processes, and the market offering is expanded to including firm‐customer interactions. In this way, the supplier can become a co‐creator of value with its customers. Drawing on the analysis, ten concluding service logic propositions are put forward. Research limitations/implications The analysis provides a foundation for further development of a service logic for customers and suppliers, respectively, (“service logic” is preferred over the normally used “service‐dominant logic”) as we...