A service perspective on business relationships: The value creation, interaction and marketing interface |
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Authors: | Christian Grönroos [Author Vitae] |
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Institution: | CERS Centre for Relationship Marketing and Service Management, Hanken School of Economics, P.O. Box 479, FIN-00101 Helsinki Finland |
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Abstract: | Adopting a service perspective or logic on business directs suppliers' focus in business relationships towards engaging with their customers' business processes. The purpose of this article is to analyze implications for value creation and marketing of adopting a service logic in business relationships. In the article it is demonstrated that a service perspective is multi-dimensional, enabling the mutual creation of value, with service as a mediating factor in that process. It is argued that value creation, purchasing, usage and marketing are intertwined processes. Here supplier-customer interactions are in a focal position. This perspective enables marketers to better understand how to develop and extend service offerings through assistance to customers' processes relevant to their businesses. Therefore, the underpinning logic of industrial interactions is analyzed in detail, extending marketing's conventional boundaries. |
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Keywords: | Service business Service logic Service-dominant logic Business-to-business marketing Relationship marketing Interaction |
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