To understand what service does, we need to assume the customer's perspective

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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Photo by Blake Wisz on Unsplash

Photo by Blake Wisz on Unsplash

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.