An Overview of the Concept of Value Co-Creation in the Framework of a Service- Dominant Logic

Abstract

The share of the service sector in the world economy is increasing day by day. Businesses are trying to develop new marketing strategies in order to meet changing customer demands and needs. Nowadays, it is very difficult to create value in a service and information-intensive market. The increase in competition, the abundance of alternatives and the fact that consumers expect an "intangible" additional benefit require businesses to develop a more inclusive perspective. The strategy of separating the roles of producer and customer is no longer valid. Today, it is seen that consumers focus not only on the core benefit of the product/service, but also on the enriched additional benefits. Therefore, a strong combination of tangible and intangible elements (operant resources) will be beneficial for businesses. In addition, the idea of "I sell what I produce" in the production approach has lost its validity, and instead, a modern marketing approach has begun to be adopted with the approach of creating a common value by interacting with the customers. In the study, the process of co-creation of value is handled within the framework of the dimensions of the service dominant logic, and different perspectives on a very complex concept such as value are included. Thus, it is aimed to contribute to the literature by providing a guiding perspective for researchers working on service marketing.