The implications of service-dominant logic and integrated solutions for the sales function

Le Meunier-FitzHugh, Kenneth, Baumann, Jasmin, Palmer, Roger and Wilson, Hugh (2011) The implications of service-dominant logic and integrated solutions for the sales function. Journal of Marketing Theory and Practice, 19 (4). pp. 423-440. ISSN 1069-6679

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Abstract

This study explores the implications of an organization moving toward service-dominant logic (S-D logic) on the sales function. Driven by its customers' needs, a service orientation by its nature requires personal interaction and sales personnel are in an ideal position to develop offerings with the customer. However, the development of S-D logic may require sales staff to develop additional skills. Employing a single case study, the study identified that sales personnel are quick to appreciate the advantages of S-D logic for customer satisfaction and six specific skills were highlighted and explored. Further, three propositions were identified: in an organization adopting S-D logic, the sales process needs to elicit needs at both embedded-value and value-in-use levels. In addition, the sales process needs to coproduce not just goods and service attributes but also attributes of the customer's usage processes. Further, the sales process needs to coproduce not just goods and service attributes but also attributes of the customer's usage processes.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Depositing User:	Amanda Holland
Date Deposited:	11 Feb 2011 11:38
Last Modified:	24 Sep 2024 09:04
URI:	https://ueaeprints.uea.ac.uk/id/eprint/21305
DOI:	10.2753/MTP1069-6679190405

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