Abstract
‘In a service-centered model, humans both are at the center and are active participants in the change process’ (Vargo and Lusch 2004:12). Central to human activity is language. This paper takes empirical material from a three and a half-year ethnographic study to explore the co-creation and co-destruction of value through language. The language of the service provider I customer relationship is explored through an innovative application of systemic functional linguistics and Lacanian psychoanalytical theory. The paper illustrates the destruction of value in the service provider I customer relationship which has broader theoretical and practitioner implications for managing service marketing relationships. Academics and practitioners have no hesitation in paying attention to the most minute of statistical analysis in the pursuit of increasing value yet fail miserably when comes to understanding what customers and service providers may in fact be saying. The paper addresses a gap in marketing theory and practice and draws attention to the implications of language functioning in the production/consumption process of value creation/destruction at the moment of articulation.
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© 2015 Academy of Marketing Science
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Lowrie, A. (2015). The Co-Creation and Co-Destruction of Value Through Language: An Analysis of University Service Provision to Industry Within Shifting Paradigms. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_33
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DOI: https://doi.org/10.1007/978-3-319-10963-3_33
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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