Service Dominant Logic and Future Marketing Essay

Service Dominant Logic and Future Marketing - Essay ExampleThe service-dominant system of logic of marketing Service-dominant logic is a highly successful marketing approach that elucidates that the traditional products-oriented approach for marketing needs to be replaced by a service-dominant one. At the very heart of service-dominant logic is the concept that the guest doesnt want or expect a product, but the service that the product offers to him. It has emerged to be a new paradigm shift in marketing approach as it emphasizes the necessity to interact with customers to go forth the service and also that customer is not the consumer of value but a co-creator of values (Ardagna, Mecella and Yang, 2009, p. 654). The major departure between the two approaches is that the traditional approach gives greater dialect on tangible resources whereas service-dominant logic gives emphasis on intangible resources. Ballantyne and Varey (2008) found that customers appraised the value of goo ds they purchase in use. While customers buy certain products, the rallying value determination is provisional upon later experience of customers about the goods. Customers determine the value in hurt of how and what they value-in-use of the goods. According to the traditional product-oriented marketing approach, marketers offer products in different size, volume, features, configuration, benefits etc and that the customers appraise the value of goods purely in terms of goods in these different attributes. Vargo and Lusch (2004) stressed that goods are service appliances because customers find values when goods are in-use and thereof service is the dominant logic for marketing. The logic behind service-dominant logic of marketin