Chapter 1: Service-Dominant Logic: Foundations and Developments
* Defines service-dominant (S-D) logic as a paradigm shift in marketing theory that focuses on the creation and exchange of value through service.
* Example: Uber's ride-hailing service creates value by connecting passengers to drivers, providing a seamless transportation experience.
Chapter 2: The Role of the Consumer in Service-Dominant Logic
* Emphasizes the active role of consumers in value co-creation.
* Example: IKEA's furniture products empower consumers to assemble and customize their own purchases, enhancing their value experience.
Chapter 3: Resources and Capabilities in Service-Dominant Logic
* Argues that resources and capabilities are not owned but rather accessed through relationships and interactions.
* Example: Netflix's success lies in its ability to leverage data and streaming partnerships to provide personalized entertainment experiences.
Chapter 4: Value Co-Creation and Exchange
* Explains how value is jointly created through the interaction between providers and consumers.
* Example: Starbucks' "Third Place" strategy creates a social space where customers can connect and engage, enhancing the value of their coffee experience.
Chapter 5: The Service Ecosystem
* Describes the interconnected network of actors and resources that support service creation and exchange.
* Example: Amazon's ecosystem includes suppliers, fulfillment partners, and consumers who collaborate to deliver seamless online shopping experiences.
Chapter 6: Service Innovation and Design
* Explores the principles of service innovation and design that prioritize value co-creation.
* Example: Airbnb's "Experiences" platform allows hosts to offer unique experiences alongside accommodations, catering to consumers' desire for personalized travel.
Chapter 7: Service Marketing and Communication
* Reframes marketing as a process of facilitating value co-creation and communicating its benefits.
* Example: Apple's "Genius Bar" provides personalized support and training, demonstrating the company's commitment to enhancing customer value.
Chapter 8: Service Measurement and Evaluation
* Discusses the challenges of measuring service value and suggests alternative approaches.
* Example: SurveyMonkey uses customer feedback to evaluate and improve its online survey platform, ensuring it meets users' needs.
Chapter 9: Service Research and Theory Development
* Highlights the methodological implications of S-D logic and proposes new research directions.
* Example: Ethnographic studies can provide insights into the complex interactions and value co-creation processes involved in healthcare services.
Chapter 10: Implications for Management and Policy
* Explores the practical implications of S-D logic for business strategy and public policy.
* Example: The "sharing economy" encourages collaboration and resource optimization, which can benefit both businesses and consumers.