Multi-Channel perspective of value in the service dominant logic of Marketing

Authors

  • Flávio Régio Brambilla Universidade de Santa Cruz do Sul (UNISC).

DOI:

https://doi.org/10.18316/1216

Keywords:

Service Dominant Logic, Channel Integration, Value Co-Creation.

Abstract

The new logic of market(ing) action proposed in the Service Dominant Logic (SDL) by Vargo and Lusch (2004) focus service provision and value co-creation. In multi-channel perspective little is discussed. This relation among topics constitutes a gap for further research. Different systems of buyer-supplier relationship edge the question of integration. How to integrate the channells to generate greater value-in-use? How to provide best service system? Trying to answer this question, the suggestion is for an approach based in the SDL, as an oportunite to develop new propositions and to find solutions for some of marketing theories gaps that can better integrate the area of study. Understanding the SDL concepts and defining new patterns of analysis makes possible to study the multi-channel co-creative interaction among agents. Build as a theoretical paper, the study deals with some of the SDL and co-creation questions.

Author Biography

Flávio Régio Brambilla, Universidade de Santa Cruz do Sul (UNISC).

Doutor em Administração. Docente do PPGA, Mestrado em Administração da Universidade de Santa Cruz do Sul (UNISC). Área de concentração: Marketing.

References

ALVES, Helena; RAPOSO, Mário (2007). Conceptual Model of Student Satisfaction in Higher Education. Total Quality Management, v.18, n.5, p.571-588.

A.NESLIN, S. et al. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, v.9, n.2, p.95-112.

ANDERSON, J. C.; GERBING, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, v.103, n.3, p.411-423.

AUH, Seigyoung; BELL, Simon J.; McLEOD, Colin S.; SHIH, Eric (2007). Co-Production and Customer Loyalty in Financial Services. Journal of Retailing, v.83, n.3, p.359-370.

BACHARACH, S. B. (1989). Organizational Theories: Some Criteria for Evaluation. Academy of Management Review, v.14, n.4, p.496.

BENDAPUDI, Neeli; LEONE, Robert P. (2003). Psychological Implications of Customer Participation in Co-Production. Journal of Marketing, v.67, p.14-28.

BERRY, Leonard L. (1987). Big Ideas in Services Marketing. Journal of Services Marketing, v.1, n.1, p.5-9.

BERRY, Leonard L.; CARBONE, Lewis P.; HAECKEL, Stephan H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, v.43, n.3, p.84-90.

BERRY, Leonard L. (2002). Relationship Marketing of Services: Perspectives from 1983 and 2000. Journal of Relationship Marketing, v.1, n.1, p.59-77.

BOLTON, Ruth N. (2006). Foreword. In: LUSCH, Robert F.; VARGO, Stephen L. (Editors). The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. New York: M. E. Sharpe, p.ix-xi.

BOLTON, Ruth N.; GREWAL, Dhruv; LEVY, Michael (2007). Six Strategies for Competing through Service: An Agenda for Future Research. Journal of Retailing, v.83, p.1-4.

DAFT, R. L. (1983). Learning the Craft of Organizational Research. Academy of Management Review, v.8, n.4, p.539-546.

EISENHARDT, K. M. (1989). Building Theories from Case Study Research. Academy of Management Review, v.14, n.4, p.532-550.

HUI, S. K.; FADER, P. S.; BRADLOW, E. T. (2009). Path Data in Marketing: An Integrative Framework and Prospectus for Model Building. Marketing Science, v.28, n.2, p.320-335.

KUMAR, V.; VENKATESAN, R. (2005). Who are the Multichannel Shoppers and How do They Perform?: Correlates of Multichannel Shopping Behavior. Journal of Interactive Marketing, v.19, n.2, p.44-62.

LEE, A. S. (1991). Integrating Positivist and Interpretive Approaches to Organizational Research. Organization Science, v. 2, n. 4, p. 342-365.

LUSCH, Robert F.; VARGO, Stephen L. (2006). Service-Dominant Logic: Reactions, Reflections and Refinements. Marketing Theory, v.6, n.3, p.281-288.

MEREDITH, J. (1993). Theory Building Through Conceptual Methods. International Journal of Operations & Production Management, v.13, n.5.

PAYNE, Adrian F.; STORBACKA, Kaj; FROW, Pennie; KNOX, Simon (2008). Co-Creating Brands: Diagnosing and Designing the Relationship Experience. Journal of Business Research.

PAYNE, Adrian F.; STORBACKA, Kaj; FROW, Pennie (2008). Managing the Co-Creation of Value. Journal of the Academy of Marketing Science, v.36, p.83-96.

POPPER, K. R. (2008). Conjecturas e Refutações. Brasília: UnB.

PRAHALAD, C. K.; RAMASWAMY, Venkat (2004). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, v.18, n.3, p.5-14.

PRAHALAD, C. K.; RAMASWAMY, Venkatram (2003). The New Frontier of Experience Innovation. MIT Sloan Management Review, p.12-18.

SKAGGS, Bruce C.; YOUNDT, Mark (2004). Strategic Positioning, Human Capital, and Performance in Service Organizations: A Customer Interaction Approach. Strategic Management Journal, v.25, p.85-99.

SLATER, Stanley F.; OLSON, Eric M. (2000). Strategy Type and Performance: The Influence of Sales Force Management. Strategic Management Journal, v.21, p.813-829.

SUTTON, R. I.; STAW, B. M. (1995). What Theory is Not. Administrative Science Quarterly, v.40, n.3, p.371-384.

VAN BAAL, S.; DACH, C. (2005). Free Riding and Customer Retention Across Retailers' Channels. Journal of Interactive Marketing, v.19, n.2, p.75-85.

VARGO, Stephen L.; LUSCH, Robert F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, v.68, p.1-17.

VARGO, Stephen L.; LUSCH, Robert F.; MORGAN, Fred W. (2006). Historical Perspectives on Service-Dominant Logic. In: LUSCH, Robert F.; VARGO, Stephen L. (Editors). The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. New York: M. E. Sharpe, p.29-42.

VARGO, Stephen L.; MAGLIO, Paul P.; AKAKA, Melissa Archpru (2008). On Value and Value Co-Creation: A Service Systems and Service Logic Perspective. European Management Journal, v.26, p.145-152.

VARGO, Stephen L.; MORGAN, Fred W. (2005). Services in Society and Academic Thought: An Historical Analysis. Journal of Macromarketing, v.25, n.1, p.42-53.

VARGO, Stephen L.; LUSCH, Robert F. (2008). Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, v.36, p.1-10.

VENKATESAN, R.; KUMAR, V.; RAVISHANKER, N. (2007). Multichannel Shopping: Causes and Consequences. Journal of Marketing, v.71, n.2, p.114-132.

VERHOEF, P. C.; NESLIN, S. A.; C, B. V. (2007). Multichannel Customer Management: Understanding the Research-Shopper Phenomenon. International Journal of Research in Marketing, v.24, p.129-148.

ZEITHAML, Valarie A.; BERRY, Leonard L.; PARASURAMAN, A. (1995). The Behavioral Consequences of Service Quality. Journal of Marketing, v.60, n.2, p.31-46.

Downloads

Published

2013-12-16

Issue

No. 24 (2013)

Section

Articles

License

Authors who submit their manuscripts to be published in this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under the Creative Commons Attribution License that allows the sharing of work and recognition of its initial publication in this journal.
  2. By virtue of the articles appearing in this open access journal, articles are free to use, with proper attribution, in educational and non-commercial.