Skip to main content
SpringerLink
Log in

A Service-Dominant Logic and Value Co-creation Approach for Online Business Education

  • Chapter
  • First Online:
Book cover On the Line

Abstract

The service-dominant (S-D) logic, of value creation in use, has merit for online business education. This chapter takes a closer look at service-dominant logic frameworks presented by researchers and explores their application to online business education. In particular, the five axioms of service-dominant logic are linked to online business education to show how the framework can be adapted. In addition, a five-phase process of the core service-dominant logic concept of co-creation of value is applied and explained in relation to online business education. These frameworks may provide useful insights for online business education effectiveness.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Akaka, M. A., & Vargo, S. L. (2015). Extending the context of service: From encounters to ecosystems. Journal of Services Marketing, 29(6/7), 453–462.

    Article  Google Scholar 

  • Anshari, M., Alas, Y., Yunus, N., Sabtu, N. I., & Hamid, M. H. (2015). Social customer relationship management and student empowerment in online learning systems. International Journal of Electronic Customer Relationship Management, 9(2–3), 104–121.

    Article  Google Scholar 

  • Arnould, E., & Price, L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.

    Article  Google Scholar 

  • Baron, S., & Harris, K. (2006). A new dominant logic in marketing: Pedagogical logic implications. The Marketing Review, 6(4), 289–300.

    Google Scholar 

  • Berthon, P., & John, J. (2006). From entities to interfaces: Delineating value in customer-firm interactions. In R. Lusch & S. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate and directions (pp. 196–207). Armonk, NY: M. E. Sharpe.

    Google Scholar 

  • Chalcraft, D., & Lynch, J. (2011). Value propositions in higher education – an S-D logic view. In A. Patterson & S. Oakes (Eds.), Proceedings of the academy of marketing conference: Marketing fields forever. Liverpool, UK: Academy of Marketing.

    Google Scholar 

  • Chalcraft, D., Hilton, T., & Hughes, T. (2015). Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape? Journal of Marketing for Higher Education, 25(1), 1–4.

    Article  Google Scholar 

  • Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36(1), 97–108.

    Article  Google Scholar 

  • Garrison, D. R., Anderson, T., & Archer, W. (1999). Critical inquiry in a text-based environment: Computer conferencing in higher education. The Internet and Higher Education, 2(2), 87–105.

    Article  Google Scholar 

  • Gronroos, C. (1994). From scientific management to service management: A management perspective for the age of service competition. International Journal of Service Industry Management, 5(1), 5–20.

    Article  Google Scholar 

  • Gummesson, E. (1995). Relationship marketing: Its role in the service economy, understanding services management. New York: Wiley.

    Google Scholar 

  • Hill, F. M. (1995). Managing service quality in higher education: The role of the student as primary consumer. Quality Assurance in Education, 3(3), 10–21.

    Article  Google Scholar 

  • Holbrook, M. B. (2006). ROSEPEKICECIVECI versus CCV: The resource-operant, skills-exchanging, performance-experiencing, knowledge-informed, competence-enacting, co-producer-involved, value-emerging, customer-interactive view of marketing versus the concept of customer value: “I can get it for you wholesale”. In R. Lusch & S. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate and directions (pp. 208–223). Armonk, NY: M. E. Sharpe.

    Google Scholar 

  • Laing, C. L., & Laing, G. K. (2016). The student-as-customer metaphor: A deconstruction using Foucauldian constructs. Australasian Accounting Business & Finance Journal, 10(1), 40–54.

    Article  Google Scholar 

  • Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge, UK: Cambridge University Press.

    Google Scholar 

  • Lusch, R. F., Brown, S., & Brunswick, G. J. (1992). A generic framework for explaining internal vs. external exchange. Journal of the Academy of Marketing Science, 20(2), 119–134.

    Article  Google Scholar 

  • Mark, E. (2013). Student satisfaction and the customer focus in higher education. Journal of Higher Education Policy and Management, 35(1), 2–10.

    Article  Google Scholar 

  • Palmer, A. (2005). Principles of service marketing. London: McGraw-Hill.

    Google Scholar 

  • Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 1(36), 83–96.

    Article  Google Scholar 

  • Pine, J. B. I. I., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105. (July–August).

    Google Scholar 

  • Saunders, D. B. (2014). Exploring a customer orientation: Free-market logic and college students. The Review of Higher Education, 37(2), 197–219.

    Article  Google Scholar 

  • Stats Canada (2016). 61-Educational Services. North American Industry Classification System (NAICS) Canada 2017. Government of Canada. Available http://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVD&TVD=307532&CVD=307533&CPV=61&CST=01012017&CLV=1&MLV=5. Accessed 17 May 2017.

  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46–67.

    Article  Google Scholar 

  • Venkatesan, R. (2017). Executing on a customer engagement strategy. Journal of the Academy of Marketing Science, 3(45), 289–293.

    Article  Google Scholar 

  • Wong, A. (2017). The relationship between institution branding, teaching quality and student satisfaction in higher education in Hong Kong. Journal of Marketing and Human Resources, 4(1), 169–188.

    Google Scholar 

  • Woodall, T., Hiller, A., & Resnick, S. (2014). Making sense of higher education: Students as consumers and the value of the university experience. Studies in Higher Education, 39(1), 48–67.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Faculty of Business, Athabasca University, Edmonton, AB, Canada

    Terry Beckman & Anshuman Khare

Authors
  1. Terry Beckman
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Anshuman Khare
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Terry Beckman .

Editor information

Editors and Affiliations

  1. Faculty of Business, Athabasca University, Edmonton, Alberta, Canada

    Anshuman Khare

  2. Faculty of Business, Athabasca University, Edmonton, Alberta, Canada

    Deborah Hurst

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer International Publishing AG

About this chapter

Cite this chapter

Beckman, T., Khare, A. (2018). A Service-Dominant Logic and Value Co-creation Approach for Online Business Education. In: Khare, A., Hurst, D. (eds) On the Line. Springer, Cham. https://doi.org/10.1007/978-3-319-62776-2_2

Download citation

Publish with us

Policies and ethics

Search

Navigation