What Can A Service Logic Offer Marketing Theory

Grönroos Christian ()
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Grönroos Christian: Swedish School of Economics and Business Administration, Postal: Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki, Finland

No 508, Working Papers from Hanken School of Economics

Abstract: The goods-dominated marketing model has major shortcomings as a guiding marketing theory. Its marketing mix approach is mainly geared towards buying and does not include consumption as an integral part of marketing theory. Although it is during the process of consuming goods and services that value is generated for customers and the foundation for repeat purchasing and customer relationships are laid, this process is left outside the scope of marketing.

The focus in service marketing is not on a product but on interactions in service encounters. Consumption has become an integral part of a holistic marketing model. Other than standardized goods-based value propositions can be better understood when taking a servicebased approach. It is concluded that marketing based on a goods logic is but a special case of marketing based on a service logic and applicable only in certain contexts with standardized products.

Keywords: Service marketing; marketing logic; relationship (search for similar items in EconPapers)
Pages: 18 pages
Date: 2005-04-05
New Economics Papers: this item is included in nep-bec and nep-hpe
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