Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Service-dominant orientation
T2 - measurement and impact on performance outcomes
AU - Karpen, Ingo O.
AU - Bove, Liliana L.
AU - Lukas, Bryan A.
AU - Zyphur, Michael J.
PY - 2015/3
Y1 - 2015/3
N2 - 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.
AB - 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.
KW - Service-dominant logic
KW - Service-dominant orientation
KW - Value co-creation
KW - Service capabilities
KW - Value co-creation capabilities
KW - RESOURCE-BASED VIEW
KW - SCALE DEVELOPMENT
KW - MULTIDIMENSIONAL CONSTRUCTS
KW - EMPIRICAL ILLUSTRATION
KW - COMPETITIVE ADVANTAGE
KW - CUSTOMER ORIENTATION
KW - DYNAMIC CAPABILITIES
KW - MARKET ORIENTATION
KW - LINEAR MODEL
KW - LOGIC
U2 - 10.1016/j.jretai.2014.10.002
DO - 10.1016/j.jretai.2014.10.002
M3 - Journal article
VL - 91
SP - 89
EP - 108
JO - Journal of Retailing
JF - Journal of Retailing
SN - 0022-4359
IS - 1
ER -