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Link to original content: https://doi.org/10.1007/s11747-007-0068-7
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Why “service”?

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Abstract

“Service-dominant logic” appears to have found resonance in the marketing community since its introduction as the evolving, “new dominant logic” in the Journal of Marketing (Vargo and Lusch 2004a, Journal of Marketing, 68, 1–17 (January)). But, on occasion, so has the question of whether the concept “service” captures the essence of the new logic. This article addresses the role of “service” as the heart of value-creation, exchange, markets, and marketing, as well as its considerable implications for research, practice, societal well-being, and public policy. The purposes are both to clarify the issues and to foster the continuing dialog around the service-dominant logic for marketing, as well as for other disciplines.

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Acknowledgement

We would like to thank Stephen W. Brown of Arizona State University for his insightful suggestions on earlier drafts of this article.

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Authors and Affiliations

  1. Shidler College of Business, University of Hawaii, 2024 Maile Way, Honolulu, HI, 96822, USA

    Stephen L. Vargo

  2. University of Arizona, 320 McClelland Hall, 1130 E. Helen Street, Tucson, AZ, 85721, USA

    Robert F. Lusch

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  1. Stephen L. Vargo
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  2. Robert F. Lusch
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Correspondence to Stephen L. Vargo.

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Vargo, S.L., Lusch, R.F. Why “service”?. J. of the Acad. Mark. Sci. 36, 25–38 (2008). https://doi.org/10.1007/s11747-007-0068-7

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