From a service-dominant logic to a good-dominant logic

Daniela Andreini (University of Bergamo, Bergamo, Italy)
Jari Salo (University of Oulu, Oulu, Finland)
Robert Wendelin (Center for Relationship Marketing and Service management (CERS), Hanken School of Economics, Helsinki, Finland)
Giuditta Pezzotta (University of Bergamo, Bergamo, Italy)
Paolo Gaiardelli (University of Bergamo, Bergamo, Italy)

IMP Journal

ISSN: 0809-7259

Publication date: 19 October 2015

Abstract

Purpose

Productization, defined as the standardization of the production and delivery processes of services, is an approach that many service companies undertake, moving from relationship-intensive customer projects toward selling specific standardized offerings. In contrast to research on servitization, little in-depth research is available on the effects of this change of approach on the buyer-seller relationship. The purpose of this paper is to narrow this gap by providing evidence of the outcomes of productization in a corporate bank which has been serving Tier 1 customers for more than 15 years.

Design/methodology/approach

Using the IMP Group approach, this research identifies how productization affects buyer-seller relationships. In total, 37 key informant interviews were conducted on both sides of the buyer-seller relationship.

Findings

This research identified direct effects of productization relevant to buyer-seller relationships, and as many indirect effects through internal organizational processes. Productized service companies should develop their relationships with customers, by separating the standardization of the internal productization processes from the external relationship-based activities.

Originality/value

This paper contribute to the literature, exploring the long-term consequences of productization of services for the buyer-seller relationships.

Keywords

Citation

Andreini, D., Salo, J., Wendelin, R., Pezzotta, G. and Gaiardelli, P. (2015), "From a service-dominant logic to a good-dominant logic", IMP Journal, Vol. 9 No. 3, pp. 250-266. https://doi.org/10.1108/IMP-07-2015-0034

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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