Vargo, S. L., & Lusch, R. F. (2004).
Evolving to a new dominant logic for marketing.
Journal of Marketing, 68(1), 1-17.
The Overall Idea
Marketing inherited a model of exchange from economics, based
on exchange of goods for mon
Promotional objectives for service firms
Advertising strategies for service firms
Imagine you saw an enthusiastic television commercial
Customer satisfaction and
Define customer satisfaction and quality in service industries.
Explain the significance of customer satisfaction in achieving a
Describe various models of sati
Service Sabotage and recovery
CRM, Semester 2
To show that sometimes even though no
fault of your own service errors occur; but
such errors can and should be recovered
Topics of the day
Client retention strategies
1) Add switching costs 2) Build
3) Give guarantees
5) Build the relationship
Personal relationships Reciprocity
Life is ge
Service customer behaviour
Explain the three-stage model of service consumption.
Distinguish between search, experience and credence purchases.
Explain the relevance of perceived risk at the pre-purchase stage
of the buying proces
Definition of e-service quality
Measuring e-service quality
provision of service over
electronic networks (Rust 2001,
Services delivered v
The Internet of Things
Main Trends in Technology
Moores Law Further Explained
The power of profitable computing doubles every 18-24
Twice as many switches (transistors on a silicon chip)
More power is
Complaints and Managing
United Breaks Guitars
Customer responses to service failures
Customer complaints as an opportunity
Cognitive appraisal and coping