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Showing papers in "Journal of the Academy of Marketing Science in 2008"


Journal ArticleDOI
TL;DR: This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP.
Abstract: 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.

6,323 citations


Journal ArticleDOI
TL;DR: In this paper, the authors explore the nature of value co-creation in the context of service-dominant (S-D) logic and develop a conceptual framework for understanding and managing value cocreation.
Abstract: Central to service-dominant (S-D) logic is the proposition that the customer becomes a co-creator of value. This emphasizes the development of customer–supplier relationships through interaction and dialog. However, research to date suggests relatively little is known about how customers engage in the co-creation of value. In this article, the authors: explore the nature of value co-creation in the context of S-D logic; develop a conceptual framework for understanding and managing value co-creation; and utilize field-based research to illustrate practical application of the framework. This process-based framework provides a structure for customer involvement that takes account of key foundational propositions of S-D logic and places the customer explicitly at the same level of importance as the company as co-creators of value. Synthesis of diverse concepts from research on services, customer value and relationship marketing into a new process-based framework for co-creation provide new insights into managing the process of value co-creation.

3,114 citations


Journal ArticleDOI
Paul P. Maglio1, James C. Spohrer1
TL;DR: Service-dominant logic may be the philosophical foundation of service science, and the service system may be its basic theoretical construct, according to this paper.
Abstract: Service systems are value-co-creation configurations of people, technology, value propositionsconnecting internal and external service systems, and shared information (e.g., language, laws, measures, and methods). Service science is the study of service systems, aiming to create a basis for systematicservice innovation. Service science combines organization and human understanding with business andtechnological understanding to categorize and explain the many types of service systems that exist as wellas how service systems interact and evolve to co-create value. The goal is to apply scientific understandingto advance our ability to design, improve, and scale service systems. To make progress, we think servicedominantlogic provides just the right perspective, vocabulary, and assumptions on which to build a theory ofservice systems, their configurations, and their modes of interaction. Simply put, service-dominant logicmay be the philosophical foundation of service science, and the service system may be its basic theoreticalconstruct.

1,274 citations


Journal ArticleDOI
TL;DR: In this paper, a meta-analytic review of antecedents and moderators of word-of-mouth (WOM) activity has been conducted, with customer commitment showing the strongest effect.
Abstract: Although word-of-mouth (WOM) activity has been studied as an outcome variable of other constructs such as satisfaction, less attention has been given to the antecedents and moderators of WOM when considering WOM as a central construct. Hence, we propose a model of WOM antecedents and moderators using a meta-analytic review. The results show that all antecedents have significant effects on WOM activity, with customer commitment showing the strongest effect. The following hypotheses are also supported: (1) WOM valence is a significant moderator, (2) cross-sectional studies show a stronger influence of satisfaction and loyalty on WOM activity than longitudinal studies, and (3) studies of WOM behavior show a weaker link between loyalty and WOM activity than studies of WOM intentions. In addition, we show that satisfaction has a stronger relationship with positive WOM than loyalty, whereas (dis)loyalty has a stronger relationship with negative WOM than does (dis)satisfaction. We discuss this finding based on the different natures of positive and negative WOM.

975 citations


Journal ArticleDOI
TL;DR: In this article, the authors present a model of consumer engagement in co-production and propose an analytical framework for more advanced studies of the phenomenon from both descriptive and analytical points of view.
Abstract: This article presents a model of consumer engagement in co-production. A theoretical paper which develops a five-stage dynamic model of consumer involvement in co-production. The article discusses the basic linkages between co-production and customization and presents co-production as a dynamic process which is composed of five distinct stages. It also specifies five distinct phases of the production activity chain where consumers can become involved in co-production. The model offers researchers an analytical framework conducive for more advanced studies of the phenomenon from both descriptive and analytical points of view. Managers can use it to segment consumers according to their tendencies to engage in co-production and suggests bases for developing corresponding offers of co-production possibilities which focus on diverse consumer benefits.

918 citations


Journal ArticleDOI
TL;DR: In this paper, the authors propose a theoretical framework that delineates the consequences of the construct and empirically tests the proposed framework using role-playing experiments, finding that when customers participate in the service recovery process in self-service technology contexts, they are more likely to report higher levels of role clarity, perceived value of future co-creation, satisfaction with service recovery, and intention to co-create value in the future.
Abstract: The benefits of customer co-creation of value in the service context are well recognized. However, little is known about service failures in a co-creation context and the consequent roles of both firms and customers in the advent of service recovery. In conceptualizing a new construct, “customer participation in service recovery,” this study proposes a theoretical framework that delineates the consequences of the construct and empirically tests the proposed framework using role-playing experiments. The results indicate that, when customers participate in the service recovery process in self-service technology contexts, they are more likely to report higher levels of role clarity, perceived value of future co-creation, satisfaction with the service recovery, and intention to co-create value in the future. Theoretical and managerial implications of the findings are discussed.

677 citations


Journal ArticleDOI
TL;DR: This article explored the motivational mechanisms underlying people's prosumption propensity and found that global values influence domain-specific values in food prosumption, and domain specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately shaping intentions to engage in prosumption in the future.
Abstract: One important aspect in the service-dominant logic in marketing is the role of customers as co-creators of value. This role typically involves producing products for own consumption, i.e. what Toffler referred to as “prosumption.” This study explores the motivational mechanisms underlying people’s prosumption propensity. A theoretical framework that incorporates ideas from value research and attitude theory, specifically the “theory of trying” (Bagozzi and Warshaw in Journal of Consumer Research 17:127–140, 1990), is developed and tested in the empirical context of food prosumption. The results based on a survey of 380 households show that global values influence domain-specific values in food prosumption, and domain-specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately shaping intentions to engage in prosumption in the future.

607 citations


Journal ArticleDOI
TL;DR: In this paper, a justice-based model that incorporates perceived betrayal as the means to understand customer retaliation and the "love becomes hate" effect was proposed and tested on a national sample of airline passengers who complained to a consumer agency after an unsuccessful recovery.
Abstract: After a service failure and a poor recovery, what leads loyal customers to try to punish a firm even if there is no material gain for doing so? We propose and test a justice-based model that incorporates perceived betrayal as the means to understand customer retaliation and the “love becomes hate” effect. The results suggest that betrayal is a key motivational force that leads customers to restore fairness by all means possible, including retaliation. In contrast to the majority of findings in the service literature, we propose and find that relationship quality has unfavorable effects on a customer’s response to a service recovery. As a relationship gains in strength, a violation of the fairness norm was found to have a stronger effect on the sense of betrayal experienced by customers. The model was tested on a national sample of airline passengers who complained to a consumer agency after an unsuccessful recovery.

513 citations


Journal ArticleDOI
TL;DR: In this article, a hierarchy of basic, composite, and interconnected operant resources is proposed, based on resource advantage theory's notion of basic resources and higher-order resources, and some exemplars of potential research avenues for marketing strategy are provided.
Abstract: Marketing’s evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory’s notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers, and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.

429 citations


Journal ArticleDOI
TL;DR: In this paper, the authors argue that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not yet been implemented in practice, and they advocate a network-based stakeholder approach, e.g., many-to-many marketing.
Abstract: This is a contribution to the reorientation of marketing. It aligns the service-dominant logic with other developments in marketing and management. It claims that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not—and cannot—but partially be implemented in practice. It urges marketing scholars and educators to accept the complexity of marketing and develop and teach a network-based stakeholder approach—balanced centricity—epitomized by the concept of many-to-many marketing.

428 citations


Journal ArticleDOI
TL;DR: In this article, a meta-analytic effort to study the independent effects of market orientation components (customer orientation, competitor orientation, interfunctional coordination) on innovation consequences was made, which showed that the relationship between market orientation and innovation consequences is stronger in highly competitive environments but weaker in technology turbulent ones.
Abstract: While there is a rich body of research on market orientation’s effect on business performance, much little attention has been given to its effect on innovation consequences. This is the first meta-analytic effort to study the independent effects of market orientation components (customer orientation, competitor orientation, interfunctional coordination) on innovation consequences. Also, it is the first meta-analysis to study the impact of contextual characteristics on the way market orientation affects innovation consequences. The study finds that market orientation components positively affect innovation consequences but that competitor orientation’s effect depends on a minimum level of customer orientation. The study also suggests that the relationship between market orientation and innovation consequences is stronger in highly competitive environments but weaker in technology turbulent ones. Finally, findings suggest that the relationship is stronger in large firms, service companies, and in countries characterized by high individualism and high power distance national cultures.

Journal ArticleDOI
TL;DR: In this article, the authors apply an institutional arrangement perspective to develop an end-to-end model for the interaction between customers and upstream suppliers to develop a new product to understand how new product value is created and shared.
Abstract: This research applies an institutional arrangement perspective to develop an end-to-end model for the interaction between customers and upstream suppliers to develop a new product to understand how new product value is created and shared. The model is empirically tested by collecting primary data from 188 manufacturers across different industries. The research demonstrates that customer participation affects new product value creation by improving the effectiveness of the new product development process by enhancing information sharing and customer–supplier coordination and by increasing the level of customer and supplier specific investments in the product development effort. In addition, increasing the formalization of the customer participation process enhances both customer and supplier relationship-specific investments in the new product development process. The impact of customer participation on the customer's share of the new product value pie is more complex then is first apparent. Based on the dependence and equity perspectives the results suggest that exchange partners' power (relative dependence) positively influences a partner's ability to capture new product value, but this power is offset by a desire of exchange partners to ensure the distribution of value is “fair” and reflects each party's contribution to the value creation.

Journal ArticleDOI
TL;DR: Vargo and Lusch as mentioned in this paper argue that goods also render service and have value-in-use, and that service is an interactive process of doing something for someone that is valued.
Abstract: According to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.

Journal ArticleDOI
TL;DR: In this article, the authors conduct a qualitative study of the roles customers play in knowledge coproduction and their resultant influence on different innovation tasks from a service provider view, and show three different roles of customers in knowledge co-production and explain comprehensively how each role impacts various innovation tasks.
Abstract: Marketing theory and practice both recognize the increasing importance of customer collaboration for service provision and innovation. As part of such customer collaboration, customers of electronic services coproduce knowledge in varying degrees. An evolving phenomenon, knowledge coproduction has yet to receive much research attention; we therefore conduct a qualitative study of the roles customers play in knowledge coproduction and their resultant influence on different innovation tasks from a service provider view. Data from three electronic service interaction channels, involving managers, engineers, and customers; case study findings; and an extensive literature review indicate the importance of knowledge coproduction by customers and its ability to improve different tasks substantially during innovation activities. The results show three different roles of customers in knowledge coproduction and explain comprehensively how each role impacts various innovation tasks.

Journal ArticleDOI
TL;DR: The service-dominant logic (S-D logic) provides a novel and valuable theoretical perspective that necessitates a rethinking and reevaluation of the conventional literature on innovation as mentioned in this paper.
Abstract: The service-dominant logic (S-D logic) provides a novel and valuable theoretical perspective that necessitates a rethinking and reevaluation of the conventional literature on innovation. This literature is built upon a goods-dominant logic and has resulted in a restricted and out-moded perspective that overlooks many major discontinuous innovations. In this article, we show how many innovations can be better understood by deploying a S-D logic perspective. We present six S-D logic categories of discontinuous innovation positing that they can help scholars and managers analyze, design and implement breakthrough advances in resource use. We argue that discontinuous innovation can arise by changing any of the customers’ roles of users, buyers and payers on the first dimension. On the second dimension, the firm changes its value creation by embedding operant resources into objects, by changing the integrators of resources, and by reconfiguring value constellations. Finally, we offer some managerial and research implications of this expanded and strategic view of discontinuous innovation.

Journal ArticleDOI
TL;DR: In this article, the authors demonstrate that the trust in the salesperson and exchange inefficiency both mediate the effect of relationship marketing on seller financial outcomes, and customers' relationship orientation moderates the impact of marketing on both trust and exchange efficiency.
Abstract: Relationship marketing research and practice operate according to the paradigm that firms should invest in relationship marketing to build better relationships, which will generate improved financial performance. However, findings that relationship marketing efforts vary in their effectiveness across customers and may even be detrimental to performance challenge this belief. This article, therefore, offers a theoretical model that addresses three key issues: 1) what factors determine a customer’s need for relational governance (relationship orientation); 2) what mediating mechanism captures the negative effects of relationship marketing on performance (exchange inefficiency); and 3) how does a customer’s relationship orientation determine the effectiveness of relationship marketing, thus allowing for effective segmentation. The authors demonstrate in an empirical study that the trust in the salesperson and exchange inefficiency both mediate the effect of relationship marketing on seller financial outcomes. In addition, customers’ relationship orientation moderates the impact of relationship marketing on both trust and exchange inefficiency.

Journal ArticleDOI
TL;DR: In this article, the authors conducted an exploratory study involving in-depth interviews, and assessed the effects of organizational parameters on the implementation of service business orientations and validated the important distinction between services in support of the client's actions (SSC) and services in supporting of the product (SSP).
Abstract: Although various manufacturing companies have developed into total solution providers, no research addresses their service orientations Building on the literature on organizational service climate, this study explores the organizational parameters and service business orientations that explain relative product sales and service volume of manufacturing companies Following an exploratory study involving in-depth interviews, the authors conducted an empirical survey of 137 companies in The Netherlands, Belgium, and Denmark The study assesses the effects of organizational parameters on the implementation of service business orientations and validates the important distinction between services in support of the client’s actions (SSC) and services in the support of the product (SSP) The findings demonstrate that services in support of the client’s action leverage relative product sales, while services in support of the product generate service volume In addition to the main effects, the moderating effects of the organizational parameters are discussed

Journal ArticleDOI
TL;DR: The authors used meta-analytic techniques to synthesize research on opportunism conducted over the last quarter century, and analyzed effect sizes extracted from 54 publications from the period 1982 to 2005.
Abstract: The potential to engage in opportunism is a central theme in institutional economics, yet prior research has not quantitatively reviewed the role of opportunism in marketing research. This study uses meta-analytic techniques to synthesize research on opportunism conducted over the last quarter century. The analysis of 183 effect sizes extracted from 54 publications from the period 1982 to 2005 offers some support to extant channel theory. The research also indicates that the informant’s frame of reference and the research design significantly influence the observed effects. Implications of the findings and future research directions are discussed.

Journal ArticleDOI
TL;DR: In this paper, the emerging service-dominant (S-D) logic for marketing, as proposed by Vargo and Lusch, is explored as an example of an approach to marketing that overcomes this tendency.
Abstract: This paper examines a tendency within existing marketing scholarship to compartmentalize ethical issues. It also shows how this tendency can cause ethical tensions and conflicts in marketing practice. The emerging service-dominant (S-D) logic for marketing, as proposed by Vargo and Lusch, is explored as an example of an approach to marketing that overcomes this tendency. The S-D logic is found to be a positive development for marketing ethics because it facilitates the seamless integration of ethical accountability into marketing decision-making. Specific recommendations are made for improving the ethical climate in marketing using marketing performance measurement theory and practice.

Journal ArticleDOI
TL;DR: The authors studied how consumer characteristics and advertising influence consumers' first-purchase decisions for two affected brands of peanut butter following a severe Australian product-harm crisis, and found that both pre-crisis loyalty and familiarity are an important buffer against the productharm crisis.
Abstract: To counter the negative effects of a product-harm crisis, brands hope to capitalize on their equity, and often use advertising as a communication device to regain customers’ lost trust. We study how consumer characteristics and advertising influence consumers’ first-purchase decisions for two affected brands of peanut butter following a severe Australian product-harm crisis. Both pre-crisis loyalty and familiarity are found to form an important buffer against the product-harm crisis, although this resilience decreases over time. Also heavy users tend to purchase the affected brands sooner, unless their usage rate decreased significantly during the crisis. Brand advertising was found to be effective for the stronger brand, but not for the weaker brand.

Journal ArticleDOI
TL;DR: In this article, the authors compare two models of consumer-brand relationships, the BRQ model and the relationship investment model, on the basis of empirical fit and model interpretation, and test them in two studies.
Abstract: Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically tested consumer–brand relationship models. In this paper, the authors argue that the success of developing empirical models of consumer–brand relationships depends on the adequacy of the metaphoric transfer. The authors compare two models of consumer–brand relationships—the brand relationship quality (BRQ) model and the relationship investment (RI) model on the basis of empirical fit and model interpretation. They modify both models to better accommodate less involving relationships and test them in two studies. The findings suggest that the modified RI model offers a straightforward interpretation of consumer–brand relationships that vary in intensity. The results from the BRQ model are less clear, though further refinements of the model demonstrates the increased potential of the BRQ model compared with traditional attitude models to explain relationships between consumers and brands.

Journal ArticleDOI
TL;DR: In this article, the representative indicators response style means and covariance structure (RIRSMACS) method is proposed to detect and correct cross-mode response style differences in cases where measurement invariance testing and multitrait multimethod designs are inadequate.
Abstract: Cross-mode surveys are on the rise. The current study compares levels of response styles across three modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. The authors make the comparison in terms of acquiescence, disacquiescence, and extreme and midpoint response styles. To do this, they propose a new method, namely, the representative indicators response style means and covariance structure (RIRSMACS) method. This method contributes to the literature in important ways. First, it offers a simultaneous operationalization of multiple response styles. The model accounts for dependencies among response style indicators due to their reliance on common item sets. Second, it accounts for random error in the response style measures. As a consequence, random error in response style measures is not passed on to corrected measures. The method can detect and correct cross-mode response style differences in cases where measurement invariance testing and multitrait multimethod designs are inadequate. The authors demonstrate and discuss the practical and theoretical advantages of the RIRSMACS approach over traditional methods.

Journal ArticleDOI
TL;DR: In this article, the authors highlight a few specific points of interest related to the resource-based theory of the firm; organizational ecology; cluster theoretic models; social capital theory; and Foa's interpersonal resource model.
Abstract: Taking inspiration from the importance accorded resources in the emergent-service dominant logic marketing researchers might develop a more robust marketing ecology based on existing resource theories. Researchers may begin to think of firms and their customers as deploying operant and operand resources both to co-create discursively legitimated market spaces and provide inputs for value definition and delivery within them (Vargo and Lusch 2004). Spaces ranging from the Web, to industry clusters, to trade shows, and experiential retail exemplify the former (Leigh et al. 2006; Penaloza 2000; Spohrer et al. 2007). Service is the master category that defines that later, of which examples are legion (Arnould et al. 2006). Several literatures present themselves for developing resource centered ecological theory. I will highlight a few specific points of interest related to the resource based theory of the firm; organizational ecology; cluster theoretic models; social capital theory; and Foa’s interpersonal resource model. Each provides some distinctive contributions; each has limitations that would invite further theoretical development and empirical research. One source is the resource based theory of the firm that shares with the S-D perspective an interest in the strategic value of firms’ skills, knowledge and cultural competencies (Day and Wensley 1988; Wernerfelt 1995). This literature argues that such resources are heterogeneously distributed across firms, and that these distributions are relatively stable over time, thereby conveying a superior ability to capture resources (primarily economic) from customers. Aspects of operant resources that may generate sustained competitive advantage – value, rareness, imitateability, and substitutability – have been identified, but empirically-grounded dimensions could be better developed. Day (1994) and Hunt and Morgan (1995) famously suggest market orientation is such an advantage, or in Day’s terms, market sensing and customer linking capabilities. A paradox worth further exploration is Barney’s (1991) contention that if a firm’s advantageous resources were clearly defined, they would become replicable by competitors and their advantage lost versus Hunt and Morgan’s contention that causal ambiguity about operant resources represents a firm vulnerability. More generally in a fully networked economy, the idea of information asymmetry is problematized. Opportunities exist to specify the precise nature of firm sensing and customer linking capabilities, comparative typologies thereof, and the nature of their links to firm value propositions. Research that focuses on how organizational schema for market sensing and intervention are learned and deployed holds promise for helping us understand how firms co-construct marketspaces and populate them with value propositions (Gebhardt et al. 2006). In addition, this literature would benefit from a customer centric model of firm resources to know with what kinds of firm resources customers wish to engage on a transaction specific or relational level. Finally is a customercentric model of firm lifetime value imaginable? A second source of insight is organization ecology. This literature is concerned with deterministic models of the growth, development, and death of firms within a competitive resource space. Thus the unit of analysis is not the firm, but firms within a resource space (Haveman 1995; Ruef 1997; Van Witteloostuijn and Boone 2006). One J. of the Acad. Mark. Sci. (2008) 36:21–24 DOI 10.1007/s11747-007-0072-y

Journal ArticleDOI
TL;DR: In this article, the authors present a general procedure to quantify the impact of the dual role of price on choice shares for product alternatives within a market simulation, which enables managers to simulate the choice share effects of changes in price response drivers, as well as modifications in segmentation and targeting strategies.
Abstract: Price plays two distinct roles in consumers’ evaluations of product alternatives: as a measure of sacrifice and as an informational cue. This article merges two streams of empirical research into the effects of price on consumers’ product evaluations by combining stated preferences, obtained from conjoint measurement, with data on self-reported measures in the form of beliefs or attitudes. It thus offers new, substantive insights into the dual role of price. Specifically, it differentiates between the informational and sacrifice effects of price using a choice-based conjoint approach and differentiates further among different subcomponents of these two main effects by combining choice-based measures with self-reported measures that pertain to potential sources of the dual role of price (price response drivers) and underlying consumer characteristics. Thus, this article presents a general procedure to quantify the impact of the dual role of price on choice shares for product alternatives within a market simulation. This procedure enables managers to simulate the choice share effects of changes in price response drivers, as well as modifications in segmentation and targeting strategies that involve changes in the levels of the price response drivers and thus the levels of the informational and sacrifice components of the price response of demand.

Journal ArticleDOI
TL;DR: In this paper, the authors uncover the ignored role of institutional environment for marketing strategy and customer relationship management, and find support that channel networking strengthens the customer orientation and moderate this causal chain in a non-linear fashion.
Abstract: This study uncovers the ignored role of institutional environment for marketing strategy and customer relationship management. Hypothesis tests in a sample of Chinese firms find support that channel networking strengthens the customer orientation–customer trust/commitment–firm performance (CTP) causal chain. In addition, the results show that government networking moderates this chain in a non-linear fashion. The CTP linkages are most salient when the firm develops a moderate level, rather than a high or low level of networking ties with government agencies.

Journal ArticleDOI
TL;DR: Normann as mentioned in this paper argued that offerings are frozen knowledge, similar to Vargo and Lusch's contention that the basis of exchange is applied operant resources (service) and suggested that the "dematerialization" of resources increases their "liquidity" which allows increased density for value creation.
Abstract: This article is a tribute to the late Richard Normann, whose call for a “service logic” (Normann, Reframing Business: When the Map Changes the Landscape, Wiley, Chichester, p. 99, 2001) both parallels and enriches service-dominant (S-D) logic (Vargo and Lusch, J. Mark, 68:1–17, 2004a). Like Vargo and Lusch, Normann shifted the focus of the offering from an output to a process of value creation and perceived the firm as an organizer of this process, with the customer as a co-producer, rather than a receiver of value. He also argued that offerings are “frozen knowledge,” similar to Vargo and Lusch’s contention that the basis of exchange is applied operant resources (service) and suggested that the ‘dematerialization’ of resources increases their ‘liquidity’, which allows increased “density” for value creation. Thus, he suggested that firms need to “reframe business”—rethink the logic of value creation—to reveal opportunities in reconfiguring the value constellations of which they are part. This tribute explores these and other similarities and differences between Normann’s work and the evolving S-D logic.

Journal ArticleDOI
TL;DR: In this paper, the authors examined three targets of commitment in service provider-consumer relationships and their effects on customer loyalty, and found that service consumers distinguish between commitment to a service company, commitment to an individual in the role of service employee, and commitment to another individual outside of the role as a service employee.
Abstract: In two studies, the authors examine three targets of commitment in service provider–consumer relationships and their effects on customer loyalty. The results indicate that service consumers distinguish between commitment to a service company, commitment to an individual in the role of service employee, and commitment to an individual outside of the role of service employee (e.g., a personal commitment such as a friendship). In addition, these three targets of commitment are hierarchically related and have differential effects on various customer responses. The results have implications for both customer relationship managers and researchers studying such relationships.

Journal ArticleDOI
TL;DR: In this paper, the authors present a theoretical framework to recast the results of previous studies and further research advanced, and suggest implications of the study findings for marketers and theory development, and they provide directions for future research.
Abstract: Marketers and consumer researchers have maintained a long-standing interest in understanding continuities and changes in consumer preferences. The present research attempts to provide explanations for stability and changes in consumption patterns by presenting a theoretical framework according to which the results of previous studies may be recast and further research advanced. The authors develop hypotheses and test them with retrospective and longitudinal data, using alternate measures of key variables. The authors suggest implications of the study findings for marketers and theory development, and they provide directions for future research.

Journal ArticleDOI
TL;DR: In this article, a conceptual framework that focuses on selected sources of first-mover advantage delineated in the extant literature and advance propositions concerning sources that will have a greater or lower effect in the Internet-enabled market environment (IME) relative to the physical market environment is presented.
Abstract: The competitive market environment has evolved from a physical market environment (PME) to an Internet-enabled market environment (IME) encompassing the physical and electronic marketplaces. At the same time, an increasing number of information products are available in both analog and digital forms. For information products in digital form, the IME also serves as a distribution channel. Such developments raise questions concerning the extent to which extant perspectives on first-mover advantage developed in the context of the PME hold in the IME, generally, and for information products specifically. We address this issue by developing a conceptual framework that focuses on selected sources of first-mover advantage delineated in the extant literature and advance propositions concerning sources that will have a greater or lower effect in the IME relative to the PME. A central message for first-movers in the IME that emerges from our conceptual analysis is to focus on achieving superior positions in resources that would enable them to get close to the customers fast, create switching costs, and retain them though ongoing investments in multi-faceted innovations. A second message that emerges for first-movers in the IME is they must take note of and make strategic adjustments for the potentially diminished significance of some traditional sources of first-mover advantage. These sources include spatial preemption, preemptive investment in capacity, and consumers’ choice behavior under conditions of uncertainty about product quality. We discuss the implications for further conceptual and empirical work in this area of increasing significance.

Journal ArticleDOI
TL;DR: In this article, the influence of a firm's cause-related marketing efforts on sales representative attitudes and behavioral performance is investigated, and it is shown that the effect of construed customer attitude toward the campaign on selling confidence is moderated by cognitive identification such that the effects are stronger for salespeople with lower levels of identification with the company.
Abstract: The influence of a firm’s cause-related marketing efforts on sales representative attitudes and behavioral performance is investigated. Results from a field study indicate that the influence of a representative’s construed customer attitude toward the cause campaign on selling behavioral performance is mediated through cognitive identification and selling confidence. Further, the influence of construed customer attitude toward the campaign on selling confidence is moderated by cognitive identification such that the effects are stronger for salespeople with lower levels of identification with the company. The authors discuss the implications of the research and offer directions for further research.