ABSTRACT

This study shows that providers increasingly adapt their marketing practices to customers’ usage processes, particularly with regard to how they manage individual goal achievement, ensure continuous revenue streams, provide digitally enabled on-demand availability and guide customers’ operant resource integration. Due to its abductive research approach, this project further reveals congruences as well as ambivalences and discrepancies between theoretical suggestions in the context of service-dominant logic and value-in-use and implemented practices. In so doing, it provides a novel practice-oriented perspective on value-in-use and contributes significantly to further development of middle range theory.

摘要

这项研究表明，供应商越来越多地根据客户的使用流程调整他们的营销实践，特别是在他们如何管理个人目标实现、确保持续的收入流、提供数字化的按需可用性和指导客户的运营资源整合方面。由于其溯因研究方法，该项目进一步揭示了服务主导逻辑和使用价值与实施实践背景下的理论建议之间的一致性以及矛盾和差异。通过这样做，它为使用价值提供了一个以实践为导向的新视角，并为进一步发展中等范围理论做出了重大贡献。