Service Dominant Logic and the eating and drinking experience
Service marketing has been evolving through several stages over the past few decades. Beginning with the “Crawling Out” stage, in which scholars took the initial risk in highlighting that service marketing is “different”. Then moving onwards to the “Scurrying About” stage, where scholars contributed to the controversial topic with a variety of literature. Finally, when the “Walking Erect” stage emerged, scholars considered service marketing as a well-established field within marketing (Brown et al., 1994).
The next step in the evolution of service marketing was the prevalence of the service dominant logic. It offered a different perspective from the mainstream goods dominant logic of exchange. Additionally, it represented a shift from the use of tangible resources into the use of dynamic intangible resources (Vargo and Lusch, 2004).
The following essay focuses on the concept of Service Dominant Logic in marketing (or S-D Logic) and the theories behind it. It starts off by explaining the concept behind an eating and drinking experience diary kept within a period of 4 weeks. Then a comparison between the foundational premises of the S-D Logic theory and the eating and drinking experience is made. Finally, a conclusion is drawn to portray the extent in which theory explains those first hand consumer experiences
The eating and drinking experience diary is a concise log of emotions, expectations, thoughts and perceptions during meal consumptions. The diary included grocery shopping, fine dining and takeouts. This provided the depth required to perform an analysis between the current theories on S-D Logic and the actual experience that a regular person goes through on a daily basis.
As one of the earliest scholars to write about service marketing, Grönroos (1978) pointed out a misconception depicted by the scholars of that period. The concepts and... [continues]
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