Customer integration: A key to an implementation perspective of service provision

• Main Author: MOELLER, Sabine
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: customer integration; service dominant logic; marketing implementation; service provision; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7593; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8592/viewcontent/2008_customer_integration_pv.pdf
• Institution: Singapore Management University

A paradigm shift in marketing seems to be underway. Inspired by Vargo and Lusch's (2004a) proposal of service dominant logic, customer integration is proposed as a key component of marketing. Three stages of service provision are identified: facilities, transformation. and usage. The stages dif...