Service Dominant Logic and Consumer’s Culture: A Literature Review on Relationship Building through Value Creation

Abstract

Marketing concepts have been evolving from its inception since this field was introduced to study the distribution mechanism of goods. A major shift came in 2004, when a new dominant logic of marketing was presented named as Service-Dominant-Logic (SDL). SDL focuses on the intangible resources, relationships and the co-creation of value, and the economic exchange that is based on service provision rather than goods. This concept has been studied in relation to other concepts in marketing and related fields. Consumer Culture Theory (CCT) refers to the family of theoretical perspectives that address the dynamic relationship between consumer actions, the marketplace and cultural meanings. In this paper, a relationship between SDL and CCT has been built by using the concept of value creation as value in use as the intersection point between the two concepts using existing literature and theoretical support.