Working Papers, Hanken School of Economics
What Can A Service Logic Offer Marketing Theory
Abstract: The goods-dominated marketing model has major shortcomings
as a guiding marketing theory. Its marketing mix approach is mainly geared
towards buying and does not include consumption as an integral part of
marketing theory. Although it is during the process of consuming goods and
services that value is generated for customers and the foundation for
repeat purchasing and customer relationships are laid, this process is left
outside the scope of marketing.
The focus in service marketing is not
on a product but on interactions in service encounters. Consumption has
become an integral part of a holistic marketing model. Other than
standardized goods-based value propositions can be better understood when
taking a servicebased approach. It is concluded that marketing based on a
goods logic is but a special case of marketing based on a service logic and
applicable only in certain contexts with standardized products.
Keywords: Service marketing; marketing logic; relationship; (follow links to similar papers)
18 pages, April 5, 2005
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