2015 | OriginalPaper | Buchkapitel
Co-Creating Value With Self-Service Technology: Helping Customers Help Themselves
verfasst von : Dr Tim Hughes, Dr Ed Little, Dr Toni Hilton, Dr Ebi Marandi
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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Vargo and Lusch’s (2004) and subsequent work on service-dominant logic [S-D logic] (Lusch and Vargo, 2006; Vargo and Lusch, 2008a, 2008b, 2008c) provides a focus on the role of customers in value creation. S-D logic challenges the conventional idea that value is embedded in goods, emphasizing value in use. This perspective recognizes that customers are co-creators of their own value and determine what is of value (Ballantyne, Williams, and Aitken, 2011). S-D logic also puts a focus on the resources used by both sides in the process of exchange.