Service logic revisited: who creates value? And who co-creates?
Service logic revisited: who creates value? And who co-creates?
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DOI：
10.1108/09555340810886585
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发表时间：
2008-01-01
影响因子：
4.2
通讯作者：
Gronroos, Christian
中科院分区：
文献类型：
--
作者：
Gronroos, Christian
目的——在讨论服务主导逻辑及其对价值创造和营销的影响时，使用价值概念的内在含义和服务营销的本质没有得到充分考虑。本文的目的是分析服务逻辑作为消费逻辑和提供逻辑的意义，并探讨其对价值创造和营销的影响。设计/方法论/方法-作为一篇基于研究的论文，该主题通过理论分析和概念发展来接近。研究结果-讨论交换价值和使用价值之间的差异，本文得出结论，交换价值本质上涉及作为价值基础的资源，旨在促进客户实现使用价值。当接受使用价值作为价值创造的基本概念时，顾客就是价值创造者。采用服务逻辑使企业有可能参与其客户的价值创造过程，并将市场提供扩展到包括企业与客户的互动。通过这种方式，供应商可以与客户一起成为价值的共同创造者。在此基础上，提出了10个总结性服务逻辑命题。研究局限/启示——该分析为进一步分别为客户和供应商开发服务逻辑提供了基础（“服务逻辑”优于通常使用的“服务主导逻辑”），也为进一步分析采用这种业务和营销逻辑的营销后果提供了基础。实际意义——营销从业者将找到新的方法来理解客户的价值创造，并制定营销策略，目的是让供应商参与到客户的消费过程中，以提高客户满意度。原创性/价值——对于学术读者来说，本文提供了一个更真实的以服务为中心的价值创造及其营销后果的理解。对于从业者观众，它提供了进一步发展营销实践的基于服务的手段。
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 well for further analysis of the marketing consequences of adopting such a business and marketing logic.Practical implications - Marketing practitioners will find new ways of understanding customers' value creation and of developing marketing strategies with an aim to engage suppliers with their customers' consumption processes in order to enhance customer satisfaction.Originality/value - For a scholarly audience, the paper provides a more truly service-centric understanding of value creation and of its marketing consequences. For a practitioner audience, it offers service-based means of further developing marketing practices.