The Service-Dominant Logic of Marketing

Service-Dominant Logic (SDL) in marketing emphasizes that value is created through relationships and services rather than just products. It suggests that businesses should focus on understanding customer needs and collaborating with them to co-create experiences. Instead of merely exchanging goods for money, SDL views marketing as a process of delivering value through ongoing interactions and shared knowledge. This approach shifts the focus from product features to customer experiences, highlighting the importance of service in building long-term relationships and enhancing customer satisfaction.