What is it about?
The paper argues that current service research often assumes the provider's perspective on service. The paper introduces a "customer-dominant" logic for understanding service. This means assuming the customer's point of view to understand why a particular service is valuable for a customer.
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Why is it important?
Companies need to understand what type logic their customers operate under, and how the service fits into the circumstances of the customer's life or business.
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This page is a summary of: A customer‐dominant logic of service, Journal of Service Management, August 2010, Emerald, DOI: 10.1108/09564231011066088.
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