ABSTRACT

This chapter discusses that what service logic can offer marketing theory. In services, interactions and relationships with customers are central phenomena, whereas traditionally exchange has been considered the core concept of marketing. The chapter explains product that is exchanged includes value, and this value is delivered to customers. As Stephen L. Vargo and Robert F. Lusch have revealed this view of value seems to be based on a misunderstanding when macroeconomic analysis of value was transferred to microeconomics and from there further adopted by business economics. The value-in-use notion has been an implicitly expressed foundation of service marketing and relationship marketing. In service marketing the concept of interaction between consumer and various resources and systems of the service firm was introduced as a core phenomenon. The role of external marketing activities is to get customers, whereas the role of interactive marketing is to keep and grow customers and, to lay the foundation for enduring customer relationships.