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Service-dominant logic: marketing research implications and opportunities

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According to the foundational premises of the service-dominant logic of marketing, in determining their experiences, customers use and integrate their (operant) resources to co-create value. This paper considers the potential, for marketing and consumer research, of recognising customer resources and integrating them into the research process. Three approaches are described – consumer (blank page) diaries; multiple customer introspections; customer critics – in order to evaluate the potential. Practical issues involved with treating customers and students as partners in the research process are raised.
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Keywords: CUSTOMER CRITICS; CUSTOMER DIARIES; INTROSPECTION; MARKETING RESEARCH; SERVICE-DOMINANT LOGIC

Document Type: Research Article

Publication date: 01 September 2010

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