S-D Logic Model Case Study

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Table 1: Service-dominant logic foundational premises (Koehler, 2011) Malciute (2012) said in her study citing Brodie et al (2011B) that four of these underlying S-D logic premises (numbers 6, 8, 9 and 10) have been found as of particular relevance and builds a solid conceptual foundation in explaining the conceptual roots of consumer engagement. According to her, together the four premises imply that value is not something embedded in the product, but the benefit that the consumer gets out of using the product instead. This suggests that the consumer experiences of the co-creative and interactive nature taking place in complex relational environments may actually be viewed as the act of “engaging”. Hence, considering Varey & Ballentyne’s discussion of the S-D logic model and that of Malciute’s (2012) use of the model in her study, it can be said that consumers’ perceived value of the product can be derived only if they know the benefit they will get from it. This will only be possible if there is a point of interaction where communication between the consumers and business organization will be established and information exchange will occur. This interaction can now spark the engagement process that will lead to positive behaviors of consumers toward a product or service.…show more content…
Social networking sites in this study is deemed to be the platform where consumers will have an opportunity to interact with business organizations. Considering the factors considered in this study, the model can help in determining whether the factors lead to consumer engagement. Conceptual Framework Considering the theoretical frameworks mentioned above, a conceptual model for consumer engagement is developed to guide this study as shown in the figure
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