Abstract
Service Dominant Logic (SDL) has changed the face of marketing research over the past five years. SDL emphasizes not only service in the experience building process, but also the importance of operant resources in achieving sustainable competitive advantages. Following this focus on operant resources, this article examines service related operant resources in the retailing context and their impact on retailers’ market performance. This research not only explores operant resources that are internal to the organization (customer orientation and service culture), but also studies operant resources that involve external relationships (collaborative communication and relationship quality) and their impact on value creation. A survey is conducted with 300 key retailing informants. The results indicate that service related operant resources perform more efficiently when reinforced by other operant resources like relationship quality and top management support.
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