服务革命及其营销含义:服务逻辑vs服务主导逻辑

C. Grönroos, Johanna Gummerus
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引用次数: 407

摘要

目的-这篇概念性论文的目的是分析服务视角所产生的含义。设计/方法论/方法——对服务逻辑(SL)和服务主导逻辑(SDL)这两种理解服务前景的方法进行概念分析,揭示了直接和间接的营销含义。发现——SDL基于共同创造和价值共同创造的隐喻性观点,在这种观点中,公司、客户和其他行为者参与了为客户带来价值的过程。这种方法是由公司驱动的;服务提供商驱动价值创造。管理含义不是基于服务视角的,共同创造可能被它的隐喻所禁锢。相比之下,SL采用分析方法,其共同创造的概念可以从服务的角度显著地重塑营销。价值是在客户过程中创造的,价值创造是由客户驱动的。从这些分析中得出的十条管理SL原则提供了理论和实践…
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The service revolution and its marketing implications: service logic vs service-dominant logic
Purpose – The purpose of this conceptual paper is to analyse the implications generated by a service perspective. Design/methodology/approach – A conceptual analysis of two approaches to understanding service perspectives, service logic (SL) and service-dominant logic (SDL), reveals direct and indirect marketing implications. Findings – The SDL is based on a metaphorical view of co-creation and value co-creation, in which the firm, customers and other actors participate in the process that leads to value for customers. The approach is firm-driven; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets created in customer processes, and value creation is customer driven. Ten managerial SL principles derived from these analyses offer theoretical and practi...
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