Why is Service-Dominant Design better than Goods-Dominant Design?

摘要

Few empirical studies have been conducted to explore the mechanisms and drivers of service exchange and value co-creation. This paper attempts to bridge that knowledge gap. Our aim is to answer two questions: (1) Why is an SDL informed service design better than a GDL informed design? (2) Which aspects of the design facilitate the co-creation of significant value as perceived by the customer? An experiment was carried out with a group of habitual bus travelers to plan a specific journey using two travel aids, one that is representative of a GDL informed service and the other of SDL. Qualitative data were gathered regarding the subjects’ opinions of the two aids. Our principal findings help to establish the empirical foundation for SDL and to identify the characteristics that set the SDL-based design apart from the GDL-based design.