Consumer dominant value creation

Abstract

Abstract:Purpose: This paper discusses consumer driven value creation (value-in-use) across three different marketing logics: product dominant logic (PDL), service dominant logic (SDL) and consumer dominant logic (CDL). PDL conceptualises value as created by firms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer driven chains of action indirectly facilitated by the provider. Recently the research focus has been turning to consumer dominant value creation. While there is agreement on the significance of this phenomenon, there is disagreement over whether consumer dominant value creation is an extension of SDL or calls for a distinct CDL. The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer dominant value creation to clarify the extent to which the call for a distinct CDL is justified.Approach: This is a conceptual paper, which is informed by five cases of consumer dominance. The cases are used to clarify rather than verify the analysis of the ontological and semantic underpinnings of consumer dominant value creation. Findings:The ontological and semantic analysis demonstrates that PDL and SDL have insufficient explanatory power to accommodate substantial aspects of consumer dominant value creation. By implication, this supports the call for a distinct CDL.Originality: This paper contributes to the ongoing theoretical debate over the explanatory power of SDL by demonstrating that SDL is unable to accommodate important ontological and semantic aspects of consumer driven value creation.

Exploring value co-creation in Fan Fests: the role of fans

“…Whilst recently have scholars turned their attention over how value is co-created across various context-specific service environments (Vargo and Lusch 2016;Uhrich, 2014;Zagnoli and Radicchi, 2010;Anker et al, 2015) including music (Chaney, 2012;) sports (Woratschek et al, 2014;Stieler et al, 2014;Stieler et al, 2015), and the fine arts (Crossland, ), research has fallen short of capturing the unique nature of Fan Fests and the role of fans on value co-creation in such 'third' places of sport consumption. Our paper takes up this challenge and explores the still evolving nature of the Fan Fest.…”

The Quality of the Service, Superior Value Generator in the Restaurant Sector

“…Service quality has been a recurrent, difficult, and expensive subject to maintain for most organizations. This finding is mainly because the market and the components that satisfy the customer (consumer) have evolved, and the demands are increasingly high (Anker et al, 2015;Chen, 2015;Grönroos & Gummerus, 2014). From the perspective of the theory of consumer behavior and service marketing, quality in the service has become a strategy that generates the following for a company: competitiveness, economic growth, market positioning, image, and reputation (Martínez & Martínez, 2010;Storbacka, Strandvik, & Grönroos, 1994;Suwandej, 2015).…”

“…Services are also conceived as economic activities whose result is not something physical or tangible but intangible and consumed simultaneously during its production (Kim, Tang, & Bosselman, 2018;Wallin Andreassenweight & Lindestad, 1998). Therefore, the generation of value is associated to the sensations of the customer-consumer at that moment, generating a value or not immediately (Anker, Sparks, Moutinho, & Grönroos, 2015;Goldstein, Johnston, Duffy, & Rao, 2002). The theory of consumer behavior has shown that customers in modern times have become more demanding and are assessing more precisely the elements that meet their needs.…”

Milyen változást hoz a „service dominant logic” a marketingbe?

“…Egyes szerzők ezen irányzatra Product-dominant logic-ként (PDL) utalnak kutatásaikban (pl. Anker et al 2015;Baines et al 2013). Ez azonban csak terminológiai eltérést jelent, hiszen ugyanazon jelentést foglalja magában (Vargo-Lusch 2004;Veres 2012; Kelemen-Erdős 2015; Musová 2015).…”