A Service-Dominant Logic for Marketing

Service-Dominant Logic (S-D Logic) is a marketing perspective that focuses on the value of services over physical goods. Instead of viewing products as standalone items for sale, it emphasizes that true value comes from the relationships and experiences between providers and consumers. In this view, businesses co-create value with customers through services, collaboration, and ongoing interaction. This approach shifts the focus from merely selling products to enhancing customer experiences, fostering community, and recognizing that all exchanges involve service, whether a tangible product is involved or not. Ultimately, it highlights the importance of understanding customer needs and building lasting connections.