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.
CITATION STYLE
Hughes, T., Little, E., Hilton, T., & Marandi, E. (2015). Co-Creating Value With Self-Service Technology: Helping Customers Help Themselves. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 176–178). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_58
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