Customer Integration and Value Creation

Stephen Louis Vargo

439 citations0/0 files storedJournal of Service Research

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Service and Product Innovation Customer Service Quality and Loyalty Innovation and Knowledge Management

Abstract

This commentary uses the Customer Integration—Facilities, Transformation, Use (CI-FTU) framework of Moeller as a platform for discussing two nested challenges in the development of service-dominant (S-D) logic. The first is the potency of the traditional, goods-dominant (G-D) logic paradigm, including the pitfalls of using its lexicon for describing a transcending logic. The second is the related need to develop a broader perspective for understanding value creation than is apparent in traditional conceptualizations or in the CI-FTU conceptualization. In addition, the challenge of isolating S-D logic in its rapid evolution beyond G-D logic is discussed.

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References

2003Evolving to a New Dominant Logic for Marketing 1776An Inquiry into the Nature and Causes of the Wealth of Nations 2007Service-dominant logic: continuing the evolution 2006Service-dominant logic: reactions, reflections and refinements 2006The Service-dominant Logic of Marketing: Dialog, Debate, and Directions 2004The Four Service Marketing Myths 2008From goods to service(s): Divergences and convergences of logics 2014Service-Dominant Logic: What It Is, What It Is Not, What It Might Be

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2002Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge 2009Toward a transcending conceptualization of relationship: a service‐dominant logic perspective 2010Marketing as Value Co-creation Through Network Interaction and Resource Integration 2013Value creation processes and value outcomes in marketing theory 2013Customer dominant value formation in service 2011Idea generation: customer co‐creation versus traditional market research techniques

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