Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F. (2004a)), there has been considerable discussion and elaboration of its specifics. This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP. Directions for future work are also discussed.

Service-dominant logic: continuing the evolution

http://science.sciencemag.org/content/sci/201/4359/899.2.full.pdf

Phenomenology of perception.

In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts has been limited to date. This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. The analysis also examines the use of the term “engagement” in the social science, management, and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including “participation” and “involvement.” The five propositions are used in the development of a framework for future r...

http://www.artexperience.it/uploads/9/2/9/2/9292963/brodie_et_alt__customer_engagement.pdf

Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research

The article reviews the book "Alone Together: Why We Expect More From Technology and Less From Each Other," by Sherry Turkle.

Alone Together: Why We Expect More from Technology and Less from Each Other.

Preface (1999) Preface (1990) 1. Subjects of Sex/Gender/Desire I. 'Women' as the Subject of Feminism II. The Compulsory Order of Sex/Gender/Desire III. Gender: The Circular Ruins of Contemporary Debate IV. Theorizing the Binary, the Unitary and Beyond V. Identity, Sex and the Metaphysics of Substance VI. Language, Power and the Strategies of Displacement 2. Prohibition, Psychoanalysis, and the Production of the Heterosexual Matrix I. Structuralism's Critical Exchange II. Lacan, Riviere, and the Strategies of Masquerade III. Freud and the Melancholia of Gender IV. Gender Complexity and the Limits of Identification V. Reformulating Prohibition as Power 3. Subversive Bodily Acts I. The Body Politics of Julia Kristeva II. Foucault, Herculine, and the Politics of Sexual Discontinuity III. Monique Wittig - Bodily Disintegration and Fictive Sex IV. Bodily Inscriptions, Performative Subversions Conclusion - From Parody to Politics

Postmodern Subjects, Postmodern BodiesThinking Fragments: Psychoanalysis, Feminism, and Postmodernism in the Contemporary WestYearning: Race, Gender, and Cultural PoliticsGender Trouble: Feminism and the Subversion of Identity

This article discusses the argument put forward by Vargo and Lusch (2004) that a new service dominant logic is emerging within marketing. Taking on this new service logic means our understanding of...

Rationalizing service logic, or understanding services as experience?:

This study investigates how consumers use brands to construct their self. Focusing on the consumer’s experience of brands, the study interprets consumer narratives on how brand consumption contributes to the construction of the self. The findings demonstrate that consumers use brands in different ways: symbolic, iconic, and indexical. Apart from the symbolism of brands used to construct the self, consumers also use brands that resemble something in an iconic manner. Additionally, consumers use brands that have a factual connection to something in an indexical way to construct the self. Given these findings, this paper therefore contributes to both theory and practice. Theoretically, the findings support semiotic theory and the relationships between the object, the sign, and the interpretant. More practically, this work shows that recognition of the experiential meaning of brands informs marketers and brand managers on how to effectively market brands. © 2010 Wiley Periodicals, Inc. Consumers make choices every minute of every day and consumer researchers seek to understand these decisions. However, beyond rational decision making, people use sign and symbol embeds in everyday life as a social tool to communicate the self. Recognizing brand consumption as a phenomenon worthy of investigation, this study aims to identify and describe how consumers use brands to construct their self. Taking a narrative approach and focusing on the consumer’s experience, this

Brand Consumption and Narrative of the Self

https://lifeworldresearch.webs.com/profile/publications/Schembri%202009.pdf

Reframing brand experience: The experiential meaning of Harley-Davidson

As marketers and researchers we understand quality from the consumer's perspective, and throughout contemporary service quality literature there is an emphasis on what the consumer is looking for, or at least that is the intention. Through examining the underlying assumptions of dominant service quality theories, an implicit dualistic ontology is highlighted (where subject and object are considered independent) and argued to effectively negate the said necessary consumer orientation. This fundamental assumption is discussed, as are the implications, following a critical review of dominant service quality models. Consequently, we propose an alternative approach to service quality research that aims towards a more genuine understanding of the consumer's perspective on quality experienced within a service context. Essentially, contemporary service quality research is suggested to be limited in its inherent third-person perspective and the interpretive, specifically phenomenographic, approach put forward here is suggested as a means of achieving a first-person perspective on service quality.

Service Quality and the Consumer's Experience: Towards an Interpretive Approach

Consumers act and interact via social media networks and online brand communities, collectively generating brand culture. In this context, organisations have the opportunity to develop a cultural following. The respective task for brand managers and marketers is to understand how consumers collectively generate online brand culture? Using active and overt netnography and investigating the specific context of the Behance Network, the findings presented here demonstrate that online brand community members collectively generate brand culture in variant ways: through construction of self, emotional relationships, storytelling and ritualistic practices. Pragmatically, this work demonstrates that online brand community members are curators of online brand culture and netnography offers a window through which to identify what actions and interactions need to be facilitated and fostered.

Sharon Schembri

Papers

Rationalizing service logic, or understanding services as experience?:

Brand Consumption and Narrative of the Self

Reframing brand experience: The experiential meaning of Harley-Davidson

Service Quality and the Consumer's Experience: Towards an Interpretive Approach

Online brand communities: constructing and co-constructing brand culture