Moving Towards the Service-Dominant Logic – A Comment

The Service Dominant Logic has generated a great deal of debate in the marketing domain, in particular within services marketing. However, the logic is still in its infancy, thus there is a raft of questions and issues relating to its relationship with other paradigms, its further conceptualisation and its measurement. These points are briefly addressed in this paper. The paper concludes that the paradigm may be more appropriate in some contexts than others and that a multi-paradigm approach is required in most cases. Focussing on the central S-D logic tenet of customers coproducing the service, thus cocreating value, evidence is presented from two consumer research projects on customer empowerment and customer participation that may assist in future operationalisation of the S-D logic.