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| Author: | O'Shaughnessy, J. O'Shaughnessy, N. J. |
| Title: | The service-dominant perspective: a backward step? |
| Journal: | European Journal of Marketing
2009 : VOL. 43:5-6, p. 784-793 |
| Index terms: | customers perception marketing models |
| Freeterms: | customer service management |
| Language: | eng |
| Abstract: | The aim of this study is to demonstrate that the "service dominant" perspective supported by Vargo and Lusch and applauded by many marketing academics in the USA is neither locigally sound nor a perspective to displace others in marketing. The results suggest that the definition of services seeking to embrace all types of marketing is too broad to have much operational meaning while focusing on activities rather than functions misdirects marketing altogether. There seems to be a need for multiple perspectives in marketing, not a one best way as Vargo and Lusch suggest, together with the methodological pluralism it implies. |
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