Abstract
ABSTRACT This study shows that providers increasingly adapt their marketing practices to customers’ usage processes, particularly with regard to how they manage individual goal achievement, ensure continuous revenue streams, provide digitally enabled on-demand availability and guide customers’ operant resource integration. Due to its abductive research approach, this project further reveals congruences as well as ambivalences and discrepancies between theoretical suggestions in the context of service-dominant logic and value-in-use and implemented practices. In so doing, it provides a novel practice-oriented perspective on value-in-use and contributes significantly to further development of middle range theory.
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