· 2014· Book chapter
Service-Dominant Logic: What It Is, What It Is Not, What It Might Be
- 517citations
- 2014year
Short summary
This chapter proposes customers as co-producers in the value-creation process, specifically in identifying customer needs, moving beyond traditional producer-consumer roles.
AI-generated from the title and abstract; the full text is not read.
Key points
- Customers are proposed as co-producers in the value-creation process.
- The focus is on the customer-needs identification stage of value creation.
- Firms can enhance value co-production through open dialogue with customers.
- Trust is essential for successful customer-firm dialogue and co-creation.
AI-generated from the title and abstract; the full text is not read.
Abstract
The role of a producer traditionally has been viewed as the development and delivery of goods and services, and the role of customers has been viewed as the consumption of those goods and services. This chapter explores the idea of a co-producer to the front end of the value-creation process: the customer-needs identification process. It attempts to provide a deeper insight into methods of dialog that firms can follow to build a stronger capability in co-producing with customers. The chapter describes the characteristics of dialogs that can increase the ability to 'co-create the future' of what a particular service encounter could entail. Co-creating the voice of the customer requires an open dialog between the firm and the customer. Trust is a well-explored topic in the marketing literature. If trust is lacking, it is hard to expect a party to build on the comments and ideas of the other party.
The authors' abstract, as published at the source., 2014 · DOI ↗
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Field: History and Philosophy of Science
History and Philosophy of ScienceArts and Humanities