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Service‐dominant logic: a rejoinder to Lusch and Vargo's reply

Service‐dominant logic: a rejoinder to Lusch and Vargo's reply Purpose – This paper is a rejoinder to Lusch and Vargo's defense of their service‐dominant logic paper against criticism. Design/methodology/approach – The paper responds to Lusch and Vargo's defense and criticism of the initial article primarily through examining the logic of their case. Findings – The paper finds that both the charges and the arguments against the criticism have no merit. Research limitations/implications – The paper offers guidance as to the approach needed to advance the study of service marketing. This rejects the notion that viewing all businesses as service entities is a progressive approach but recommends a disjunctive definition of service, which would throw up service‐categories that needed to be studied in their own right if progress is to be made. Originality/value – The paper suggests that Lusch and Vargo's S‐D‐dominant logic is unlikely to be practically fruitful while remaining theoretically limited. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Service‐dominant logic: a rejoinder to Lusch and Vargo's reply

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References (6)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111137732
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper is a rejoinder to Lusch and Vargo's defense of their service‐dominant logic paper against criticism. Design/methodology/approach – The paper responds to Lusch and Vargo's defense and criticism of the initial article primarily through examining the logic of their case. Findings – The paper finds that both the charges and the arguments against the criticism have no merit. Research limitations/implications – The paper offers guidance as to the approach needed to advance the study of service marketing. This rejects the notion that viewing all businesses as service entities is a progressive approach but recommends a disjunctive definition of service, which would throw up service‐categories that needed to be studied in their own right if progress is to be made. Originality/value – The paper suggests that Lusch and Vargo's S‐D‐dominant logic is unlikely to be practically fruitful while remaining theoretically limited.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jul 26, 2011

Keywords: Service logic; Service definition; Disjunctive definition; Function versus benefit versus purpose; Perspective; Marketing history; Logic; United States of America; United Kingdom

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