Abstract
This paper addresses the issue of quality emerging not just from one source, the supplier, but from a network of sources, among them the customers. Quality and customer satisfaction are brought together into the concept of value. According to the service-dominant logic (Grönroos 2007; Gummesson 2007a; Lusch/Vargo 2006; Vargo/Lusch 2004a) suppliers and customers are co-creators of service or value. Instead of producing two distinct types of output — goods or services — a company creates a value proposition, which is increasingly dependent on input from customers. Customers create the value actualization, sometimes in contact with suppliers but often on their own and in individual ways. There are many more angles to the new logic and to value (see Korkman 2006), but these will not be treated in depth here. We should also note that critical voices have been raised against the service-dominant logic (Achrol/Kotler 2006; Shembri 2006; Stauss 2005).
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Ambler, T. (2000): Marketing and the Bottom Line, London.
American Marketing Association (2004), online publication: http://www.MarketingPower.com.
Achrol, R. S./Kotler, P. (2006): The Service Dominant Logic for Marketing: A Critique, in: Lusch, R. F./Vargo, S. L. (Eds.): Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, New York, pp. 320–333.
Barabási, A.-L. (2002): Linked: The New Science of Networks, Cambridge.
Buchanan, M. (2003): Small World, London.
Coghlan, D./Brannick, T. (2005): Doing Action Research in Your Own Organization, Sage, 2nd ed., London.
Dahlgaard, J. J./Dahlgaard-Park, S. M. (2006): Lean Production, Six Sigma, TQM and Company Culture, in: The TQM Magazine, Vol. 18,No. 3, pp. 263–281.
Edvardsson, B./Gustafsson, A./Kristensson, P./Magnusson, P./Matthing, J. (Eds.) (2006): Involving Customers in New Service Development, London.
Grönroos, C. (2006): On Defining Marketing: Finding a New Roadmap for Marketing, in: Marketing Theory, Vol. 6,No. 4, pp. 395–418.
Grönroos, C. (2007): In Search of a New Logic for Marketing, Chichester.
Gummesson, E. (1998): Productivity, Quality and Relationship Marketing in Service Operations, in: International Journal of Contemporary Hospitality Management, Vol. 10,No. 1, pp. 4–15.
Gummesson. E. (2000): Qualitative Methods in Management Research, Thousand Oaks.
Gummesson, E. (2006): Many-to-Many Marketing as Grand Theory: A Nordic School Contribution, in: Lusch, R. F./Vargo, S. L. (Eds.): Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, New York, pp. 339–353.
Gummesson, E. (2007a): Exit Services Marketing-Enter Service Marketing, in: Journal of Customer Behaviour (forthcoming).
Gummesson, E. (2007b): Case Study Research and Network Theory: Birds of a Feather, in: Qualitative Research in Organizations and Management (forthcoming).
Korkman, O. (2006): Customer Value Formation in Practice, Doctoral Dissertation at the Swedish School of Economics and Business Administration, Helsinki.
Lovelock, C. H./Gummesson, E. (2004): Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives, in: Journal of Service Research, Vol. 6,No. 5, pp. 20–41.
Lusch, R. F./Vargo, S. L. (2006b): Service-dominant Logic: Reactions, Reflections and Refinements, in: Marketing Theory, Vol. 6,No. 3, pp. 281–288.
Nicholls, R. (2005): Interaction Between Service Customers, Doctoral Dissertation at The Poznan University of Economics, Poznan, Poland.
Porter, M. E. (1985): Competitive Advantage, New York.
Rust, R. T./Zeithaml, V. A./Lemon, K. N. (2000): Driving Customer Equity, New York.
Shembri, S. (2006): Rationalizing Service Logic, or Understanding Services as an Experience, in: Marketing Theory, Vol. 6,No. 4, pp. 395–418.
Stauss, B. (2005): A Pyrrhic Victory: The Implications of an Unlimited Broadening of the Concept of Services, in: Managing Service Quality, Vol. 15,No. 3, pp. 219–229.
Stauss, B./Seidel, W. (2004): Complaint Management: The Heart of CRM, Mason.
Toffler, A. (1980): The Third Wave, New York.
Vargo, S. L./Lusch, R. F. (2004a): Evolving to a New Dominant Logic for Marketing, in: Journal of Marketing, Vol. 68,No. 1, pp. 1–17.
Vargo, S. L./Lusch, R. F. (2004b): The Four Service Marketing Myths, in: Journal of Service Research, Vol. 6,No. 4, pp. 324–335.
Womack, J. P./Jones, D. T. (2005): Lean Solutions, London.
Zeithaml, V. A. (1981): How Consumer Evaluation Processes Differ between Goods and Services, in: Donelly, J. H./George, W. R. (Eds.): Marketing of Services, Chicago.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2007 Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden
About this chapter
Cite this chapter
Gummesson, E. (2007). Service in a Complex, Value-Creating Network Society. In: Gouthier, M.H.J., Coenen, C., Schulze, H.S., Wegmann, C. (eds) Service Excellence als Impulsgeber. Gabler. https://doi.org/10.1007/978-3-8349-9544-5_15
Download citation
DOI: https://doi.org/10.1007/978-3-8349-9544-5_15
Publisher Name: Gabler
Print ISBN: 978-3-8349-0688-5
Online ISBN: 978-3-8349-9544-5
eBook Packages: Business and Economics (German Language)