COMPONENTS OF SERVICE-DOMINANT LOGIC IN B2B MARKETING

Abstract

Introduction. In the dynamic landscape of contemporary business, the traditional marketing concept undergoes critique due to its limitations concerning B2B interactions. The incongruity between theoretical developments and practical market needs has spurred the emergence of supplementary marketing disciplines, such as service marketing, relationship marketing, etc. The fragmentation of marketing theory has necessitated the formulation of a unifying paradigm that encompasses a multitude of aspects and challenges inherent to modern economics. Scholars S. Vargo and R. Lusch have proposed the concept of service-dominant logic as a unifying paradigm that emphasizes the central role of service, the concept of value, and co-creation as opposed to the mere exchange of products. In our view, within the debate regarding the role of service in marketing, attention should be directed toward the fundamental components of service-dominant logic, the role and influence of customers on value creation and service provision. Crucial questions include the alignment of market participants into networked structures (service ecosystems) and the search for sources of competitive advantage amidst rapid commoditization of almost any offering. The hypothesis of the scientific research consists in substantiating the prevalence of the service-dominant logic in B2B marketing compared to the traditional marketing concept and the decisive role of the customer experience as a source of competitive advantage. The purpose of the study is to examine the components of the service-dominant logic, to identify key distinctions from the traditional marketing paradigm, and to substantiate the significance of the customer experience in B2B marketing. The methodology of scientific research is general scientific research methods, including: induction and deduction, comparison, expert analysis, classification and description, evaluation grouping, and comparison methods. Conclusions and prospects for further research. Theoretical provisions of the service-dominant logic and its key distinctions from the traditional marketing paradigm were analyzed. The importance of the customer experience in B2B interactions was substantiated. Further research should focus on empirical validation and implementation issues of service logic, customer experience management and the principles of creation and functioning of service network structures. Keywords: service-dominant logic; customer experience; value co-creation; value proposition; resource integration; service ecosystem.