Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Service-Dominant Orientation 2.0: Consideration of Sustainability Concerns
Karlstad University.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesis
Abstract [en]

Abstract

Service-Dominant (S-D) logic suggests mutual strategic benefit for all actors of the value network (Vargo & Lusch 2016). However, theoretical reasoning lacks empirical validation of S-D logic implications for performance indicators as well as customer experience. First step in operationalization of S-D logic was undertaken by Karpen et al. (2012; 2015). The model nevertheless grasps dyadic relationship of company and customer, while S-D logic theory requires zooming out interactions to the level of multiple actors. Thus, to ensure multi-actor resource integration external environment has to be added. Additionally, sustainability concerns nowadays gain growing attention, which urges companies to reckon with environmental and societal issues to achieve strategic benefit.  

The present paper aims at empirical testing of an extended framework of S-D orientation 2.0. Incorporation of Sustainability Interaction capability into the operational model proposed by Karpen et al. (2011) is expected to strengthen association between S-D orientation and customer-related indicators.

The study is designed as quantitative explanatory research based on survey via questionnaire in the context of Ikea furniture retailing. Hypotheses to examine relationship between variables S-D orientation 2.0 and customer-related indicators are based on the S-D logic theory and research of Karpen et al. (2015).

Hypotheses testing empirically supports the previous research regarding importance of S-D orientation in predicting customer-related indicators. Besides, S-D orientation 2.0 has superior fit over the previous model, which is explained by additional factor. Sustainability interaction as an additional value co-creation capability significantly influences market performance indicators, since corporate activities towards society and environment influences customer connection and loyalty to the company.

The research has both theoretical and practical implications. From theoretical perspective the research further develops middle-range theory for abstract S-D logic framework by translating its premises into service-driving skills of company to co-create value in conjunction with customers. The contribution of the study is in inclusion of external environment, which ensures complexity of interactions between multiple actors, through sustainability interaction capability. Service-driving skills in form of corporate capabilities provide managers with practical guideline to improve customer experience and perception. Strategical implementation of interaction capabilities has a positive influence on customer-related indicators, while sustainability interaction capability enhances trust, affective commitment and repurchase intention. Thus, implementation of S-D orientation capabilities with reckoning sustainability issues provides companies with competitive advantage.

Place, publisher, year, edition, pages
2017. , p. 60
Keywords [en]
Service-dominant logic, Service-dominant orientation, Value co-creation, Sustainability, Value co-creation capabilities, Trust, Affective Commitment, Perceived Value, Repurchase Intention.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-55375OAI: oai:DiVA.org:kau-55375DiVA, id: diva2:1115839
Educational program
Master Programme in Service Management: Master (120 ECTS credits); Master Programme in Marketing: Continuation Master (75 ECTS credits)
Presentation
2017-05-22, Karlstad, 08:00 (English)
Supervisors
Examiners
Available from: 2017-06-27 Created: 2017-06-27 Last updated: 2017-06-27Bibliographically approved

Open Access in DiVA

fulltext(1233 kB)91 downloads
File information
File name FULLTEXT01.pdfFile size 1233 kBChecksum SHA-512
5c4a94e6e6f9f7bbce0cf66efe3bb07e53afca8cdf59632872816d5ee935fe0979ca31c431d65a841b5c4bae45e11bdcdf95a5cdde032ce3d4cd0465ff3fcc3b
Type fulltextMimetype application/pdf
Arkivfil(1041 kB)15 downloads
File information
File name FULLTEXT02.pdfFile size 1041 kBChecksum SHA-512
7e859cc92aaab9703fd675caf6cc28bc2535990369fb1bc8e38a822b979b2e000cca43beee219677d3ca52237b7fcfa37392749ebe598b55559168473a06bb45
Type fulltextMimetype application/pdf

By organisation
Karlstad University
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 106 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 110 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf