Service‐dominant logic: a rejoinder to Lusch and Vargo's reply
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.
Keywords
Citation
O'Shaughnessy, J. and Jackson O'Shaughnessy, N. (2011), "Service‐dominant logic: a rejoinder to Lusch and Vargo's reply", European Journal of Marketing, Vol. 45 No. 7/8, pp. 1310-1318. https://doi.org/10.1108/03090561111137732
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited