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Service-dominant orientation: measurement and impact on performance outcomes

Research output: Contribution to journalJournal articlepeer-review

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<mark>Journal publication date</mark>03/2015
<mark>Journal</mark>Journal of Retailing
Issue number1
Volume91
Number of pages20
Pages (from-to)89-108
Publication StatusPublished
Early online date13/11/14
<mark>Original language</mark>English

Abstract

A firm's ability to offer better service and to co-create valuable customer experiences is critically important to achieving competitive advantage. Service-dominant (S-D) logic, along with resource and capability perspectives, provides the underlying theoretical reasoning for the relevance of such capabilities. However, despite researchers' recent contributions to marketing theory, empirical support for S-D logic and its implications is very limited at the strategic level. An open question, therefore, is what empirically constitutes a value co-creation capability, and what is its impact on important performance outcomes. Building on the conceptualization of an S-D orientation as a portfolio of value co-creation capabilities, this research first operationalizes and validates an S-D orientation measure through a multi-study approach across different contexts. The authors then apply the measurement instrument to an automotive retail setting to investigate the outcomes of S-D orientation in terms of both customer- and firm-related performance metrics. Results provide the first empirical demonstration of the importance of S-D capabilities, and thus S-D logic, for firms. (C) 2014 New York University. Published by Elsevier Inc. All rights reserved.