Measuring service-dominant orientation (SDO): a firm-based approach

What is it about?

Measuring Service-Dominant Orientation (SDO): a Firm-based Approach. For testing SDL-based midrange theories of marketing, the use of the service-dominant orientation concept (SDO) and its measures is needed. However, existing scales found in the literature are insufficient and incomplete. This study is aimed to develop and validate an alternative firm-based scale for measuring SDO. The established procedure for scale development was adopted which comprised three phases. Firstly, a mix of qualitative study and literature deduction was applied to conceptualize and define SDO. Secondly, based on quantitative data (Study 1, N=228 cases), scale development and refinement were undertaken. Finally, another data set (Study 2, N=379 cases) was employed to validate the scale. As a result, SDO is defined as a set of managerial principles that govern all marketing processes and activities of a firm at strategic and operational levels so that they conform to SDL tenets. It is a second-order construct comprising four dimensions: customer solution, customer interaction, customer co-creation, and system-based orientation. The suggested scale consists of 15 reflective items in total. This SDO scale is viewed from and assessed by a firm’s strategic managers which covers all internal and external marketing aspects of the firm’s operation. It is different from a customer perspective or cultural perspective as in those scales existing in the literature.

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