Abstract
Although Service-Dominant (S-D) Logic is an emerging school of thought in marketing literature, recovery strategies after service failures continue to be conceptualized under the good-dominant logic paradigm. This paper proposes a different conceptualization for service failures and recoveries strategies in the S-D Logic framework. Thus, we re-conceptualize service failures as co-destruction moments due to the fact that when a service failure occurs some forms of consumption value (functional, social, emotional, epistemic, and conditional) are co-destroyed (co-destruction-moment) in similar way that they co-created during the value co-creation. Moreover, we introduce a Mechanism of Value Restoration (MVR) in order to identify and restore the loss value as a more effective service recovery strategy by applying Prahalad and Ramaswamy’s DART (dialogue, access, risk assessment and transparency) model.
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Although Service-Dominant (S-D) Logic is an emerging school of thought in marketing literature, recovery strategies after service failures continue to be conceptualized under the good-dominant logic paradigm. This paper proposes a different conceptualization for service failures and recoveries strategies in the S-D Logic framework. Thus, we re-conceptualize service failures as co-destruction moments due to the fact that when a service failure occurs some forms of consumption value (functional, social, emotional, epistemic, and conditional) are co-destroyed (co-destruction-moment) in similar way that they co-created during the value co-creation. Moreover, we introduce a Mechanism of Value Restoration (MVR) in order to identify and restore the loss value as a more effective service recovery strategy by applying Prahalad and Ramaswamy’s DART (dialogue, access, risk assessment and transparency) model.
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© 2016 Academy of Marketing Science
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Skourtis, G., Décaudin, JM., Ioannis, A. (2016). Service Failures as Value Co-destruction Moments. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_171
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DOI: https://doi.org/10.1007/978-3-319-11815-4_171
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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