Management, Marketing, Innovation and Internationalisation
Edited by John R. Bryson and Peter W. Daniels
In addition to simultaneous production and consumption and the customer’s participation in the service production, process is one of the main characteristics of services (Gronroos 2000a). Services are produced in a process wherein consumers interact with the production resources of the service firm . . . the crucial part of the service process takes place in interaction with customers and their presence. What the customer consumes in a service context is therefore fundamentally different from what traditionally has been the focus of consumption in the context of physical goods. (Gronroos 2000b, p. 15) The consumption of services has been considered as ‘process consumption’ (Gronroos 1994) because production is part of service consumption and is not simply viewed as the outcome of a production process, as is the case in the traditional marketing of physical goods. The service-dominant logic also supports that service should be defined as a process (rather than a unit of output) and refers to the application of competencies (knowledge and skills) for the benefit of the consumer. Here, the primary goal of a business is value co-creation as ‘perceived and determined by the customer on the basis of value-in use’ (Vargo and Lusch 2004, p. 7).
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.