Transitioning from service management to service-dominant logic: Observations and recommendations

摘要

Purpose - The purpose of this paper is to reflect on actions and obstacles in the conceptual transition from mainstream service management (1970-2000s) to a new approach synthesized in service-dominant (SD) logic (2000s).rnDesign/methodology/approach - The paper takes the form of a review of approaches to service in the literature, education, and practice in management disciplines and economics. Findings - S-D logic has triggered considerable interest in the global academic community. Its ten foundational premises (FPs) hold that service(s) and the roles of suppliers/customers be reconceptualized on a higher level of relevance and generalization. The new logic is not final but -to use its own terminology - is a value proposition that opens up for co-created theory improvements. Research limitations/implications - To transition from a goods/services divide to a goods/service union, the platform for future service research requires the superordination of mainstream service management by a new language and lexicon and the generation of new theory; testing of the new theory by comparing its robustness with that of extant theory; conduct of empirical studies through hypotheses-testing and real world, in-depth research and the application of complexity theory, network, and systems theory; co-creation by and between researchers; focus on validity and relevance by using the full range of S-D logic compatible methods and metrics; and investigation at both micro and macro levels.rnPractical implications - Business, marketing, governments, and politicians should focus on service and value and abandon the goods/services and producer/customer divides. Textbooks and educators should transition from outdated concepts and models. Improved education is strongly supported by IBM's service science programme.rnOriginality/value - The paper suggests that several developments in mainstream service management that once brought attention to service now provide obstacles both in research, education, and practice.