Service-Dominant Orientation: Measurement and Impact on Performance Outcomes

Ingo O. Karpen, Liliana L. Bove, Bryan A. Lukas and Michael J. Zyphur

Journal of Retailing, 2015, vol. 91, issue 1, 89-108

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.

Keywords: Service-dominant logic; Service-dominant orientation; Value co-creation; Service capabilities; Value co-creation capabilities (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (28)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:91:y:2015:i:1:p:89-108

DOI: 10.1016/j.jretai.2014.10.002

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