Service Dominant Logic As A Marketing Strategy

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Introduction Service-Dominant Logic is the concept of treating a product as a providing of service. Instead of viewing the product as an exchange transaction, the provider received the money and the consumer takes the product, the managers must view them as a tool that will supports a service that the customer will receive ad benefit from. This is to make consumers more satisfied, have a good experience, the existing problem have been solved, etc; all of which contributes in creating ‘value’ for the service provided. The service is an activity that involves providers, consumers and other individuals that participate in the service. This paper provides personal view on why a large firm may adopt a service-dominant logic as a marketing strategy and how it may implement the logic through changes done by the firm’s managers. Service Dominant Logic The American Marketing Association originally defined marketing as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” Marketing is traditionally viewed as a function to create value for the product in order to satisfied the consumers’ needs in order for them to exchange their goods (money) for our product. This logic is called the Goods-Dominant Logic, the marketing process ends after the transaction has been completed. Vargo and Lusch, (2004) gave the definition of

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