Service-dominant View Research Articles

Service-Oriented Modeling for Blockchain-Enabled Supply Chain Quality Information Systems

Quality management is one of the most critical issues in supply chain management. The rapid growth of information technologies, such as blockchain technology, has facilitated effective information systems development to support supply chain quality management. However, a significant challenge in developing blockchain-enabled supply chain quality information systems is how to deal with information asymmetry and the conflicting interests of supply chain partners. Taking a service-dominant view, this research proposes a Blockchain-Oriented Service Modeling (BOSM) approach for blockchain-enabled supply chain quality information systems. We provide a visual language for modeling the coordination and integration of business processes and domain knowledge at the knowledge level to facilitate the alignment of blockchain technology with supply chain quality management. The proposed approach bridges operational service computing with strategic service management in blockchain-enabled supply chain quality management and facilitates the communication between business people in supply chain management and software professionals in blockchain-based service computing. A case study on a dairy supply chain is presented to show advantages of the modeling framework under the service-dominant view, separating the cause of quality from the carrier of quality in the design of blockchain-enabled supply chain quality information systems.

Value in Services – A Service Dominant Logic Perspective

Along with the changing logic of marketing from goods-dominant view to service-dominant view, the services marketing which has long been sharply separated from the marketing of goods is directly influenced. With the change in the logic to the understanding that the core of an exchange is the service provision rather than products (Vargo & Lusch, 2004a), the services literature has entered into a crisis time for which Lovelock & Gummesson, (2004) suggested that a re-evaluation of some concepts of services marketing is of upmost importance. Accordingly, the purpose of this paper is to re-evaluate the value concept in services marketing. Specifically, an evaluation of how the term value has been defined and utilized within different marketing and consumption patterns from the goods dominant to service dominant logic eras is provided and an integrative value approach encompassing multiple levels of value creation process is proposed.

Consumer co-creation and the impact on intermediaries

Purpose – While prior studies have examined how loyal customers create value for preferred manufacturers, this study aims to focus on the supply chain and captures the indirect economic and relational benefits and costs of customer value creation on channel intermediaries. Design/methodology/approach – Service-dominant logic is used to explain the rationale behind consumer contributions and supply chain connectedness in an interactive online world. Drawing from the relevant literature, a conceptual model supported by propositions is presented. Findings – As manufacturers utilize consumer contributions, affiliated intermediaries will report having less informational power, providing less value to the channel, greater benefit-based and cost-based dependence, heightened efforts to create channel value, an enhanced reputation and greater sales, and greater collaboration with customers. Research limitations/implications – This conceptual paper is the beginning of an investigation into the pragmatic function of a service-dominant view as it pertains to a marketing channel. As this avenue for research is further developed, it is important that the propositions included in this study first be examined. Practical implications – Awareness of the underlying logic and the resulting impacts should aid channel intermediaries in realizing their own contributions throughout the manufacturer ' s value chain and recognizing changes to their positions of power. As a result, channel intermediaries should be better positioned to assess the health and future prospects of the relationship. Originality/value – This work is the first study to examine potential impacts on the intermediary operating in a channel in which the manufacturer is significantly influenced by consumer contributions.

A Service Perspective on IBM’s Brand

Today, global conditions challenge traditional views of management, marketing, and economics. The goods-dominant view, centered on the notion of production and consumption, is being subsumed by the service-dominant view, centered on the notion that business value is cocreated by interaction of economic entities. Here, we consider IBM and its brand, showing that it reflects - and always has reflected — the service-dominant view of value cocreation.

The Relationship Marketing View of the Customer and the Service Dominant Logic Perspective

Based on the concept of service-dominant logic as the emerging organizing logic of marketing that would replace the traditional goods-dominant view, Vargo and Lusch (2004) originally proposed that among several other approaches to research and marketing practice that had emerged, relationship marketing would be subsumed by this broader view. More recently, however, Vargo (2009) suggested that because relationship marketing focuses on increasing the series of on-going transactions with a customer, coupled with the goal of enhancing their long-term patronage, that relationship marketing extends the goods-dominant perspective, rather than transcending into the service-dominant logic. This article counters that the relationship marketing view of the customer has already transcended the goods-dominant view to the to service-dominant view based on the way that customers are brought into the relationship as active participants in the service creation, and act as “co-producers” of value. To address the apparent goods-dominant approach in two widely used relationship marketing practices and measures, customer relationship management and customer lifetime value, this article proposes that these tools can be used from a goods-dominant view, but they can also serve as essential steps towards the practice of relationship marketing from the service-dominant logic.

The Four Service Marketing Myths

Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange of more than manufactured goods. The subdiscipline of service marketing has emerged to address much of this broadened perspective, but it is built on the same goods and manufacturing-based model. The influence of this model is evident in the prototypical characteristics that have been identified as distinguishing services from goods—intangibility, inseparability, heterogeneity, and perishability. The authors argue that these characteristics (a) do not distinguish services from goods, (b) only have meaning from a manufacturing perspective, and (c) imply inappropriate normative strategies. They suggest that advances made by service scholars can provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing.