Co-production and self-service: The application of Service-Dominant Logic

Toni Hilton · Tim Hughes

65 citations0/0 files storedJournal of Marketing Management

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Service and Product Innovation Customer Service Quality and Loyalty Outsourcing and Supply Chain Management

Abstract

Service-Dominant Logic (S-D logic) theory and related literature is reviewed to demonstrate S-D logic's potential to provide new insights for understanding an important contemporary issue in service delivery: the application of self-service technology (SST) to customer service. S-D logic considers operant resources to be the key to gaining a competitive advantage. Consequently, the most important aspect of the application of SST is the requirement for the customer to provide the operant resource at the point of transaction. It is argued that the implementation of SST could be improved by encompassing an understanding of the resources available to the customer and the value (or lack of value) experienced by the customer in using SST. Gaps in existing knowledge are identified, particularly in relation to the application of SST in business-to-business (B2B) contexts. An agenda for further research is outlined and a range of management implications are discussed.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 1984A resource‐based view of the firm 1994The Commitment-Trust Theory of Relationship Marketing 1994A Dynamic Theory of Organizational Knowledge Creation 2003Evolving to a New Dominant Logic for Marketing 2006The Core Competence of the Corporation

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2015Impact of co-production on consumer perception of empowerment 2015Literature Review and Proposed Conceptual Framework 2015The effects of behavioral, cognitive, and decisional control in co-production service experiences 2013The S-D logic phenomenon-conceptualization and systematization by reviewing the literature of a decade(2004–2013)2016Religiosity and Digital Piracy: An Empirical Examination 2015Service-dominant logic for managing the logistics-manufacturing interface

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