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A Customer-dominant Logic of Service
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.ORCID iD: 0000-0003-2705-0836
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2010 (English)In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826, t, Vol. 21, no 4, p. 531-548Article in journal (Refereed) Published
Abstract [en]

Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer-based approach to service. The customer's logic is examined in-depth as being the foundation of a customer-dominant (CD) marketing and business logic.

Design/methodology/approach – The authors argue that both the goods- and service-dominant logic are provider-dominant. Contrasting the provider-dominant logic with CD logic, the paper examines the creation of service value from the perspectives of value-in-use, the customer's own context, and the customer's experience of service.

Findings – Moving from a provider-dominant logic to a CD logic uncovered five major challenges to service marketers: company involvement, company control in co-creation, visibility of value creation, scope of customer experience, and character of customer experience.

Research limitations/implications – The paper is exploratory. It presents and discusses a new perspective and suggests implications for research and practice.

Practical implications – Awareness of the mechanisms of customer logic will provide businesses with new perspectives on the role of the company in their customers' lives. It is proposed that understanding the customer's logic should represent the starting-point for the company's marketing and business logic.

Originality/value – The paper increases the understanding of how the customer's logic underpins the CD business logic. By exploring consequences of applying a CD logic, further directions for theoretical and empirical research are suggested.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2010. Vol. 21, no 4, p. 531-548
Keywords [en]
customer behaviour, customer relations, customers, logic, services
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10297DOI: 10.1108/09564231011066088OAI: oai:DiVA.org:kau-10297DiVA, id: diva2:493828
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2017-12-07Bibliographically approved

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