Czy usługodawcy stosują logikę usługową w marketingu?

Abstract

The Service Dominant Logic model proposed by S.L. Vargo and R.F. Lusch is at least an important contribution to the discussion concerning the required changes in marketing, and according to some authors it may even form the foundation for an integrative marketing theory. Following the model's major foundational premises, service provision is the fundamental purpose of economic exchange and marketing, and customers are value cocreators. The model application requires constant communication between providers and other actors, including consumers, which results in resource integration and knowledge creation. This article studies Polish SMEs engagement in these activities, focusing on service companies. Empirical data analysis revealed that service providers practiced SDL relatively more often than manufacturers, however, the majority of service companies ignored SDL principles. Moreover it suggested that implementing SDL supported companies' financial performance. (English) [ABSTRACT FROM AUTHOR]