Lógica Dominante do Serviço em Marketing: Estudo dos Conceitos e Premissas Aplicados à Educação Superior Privada na Perspectiva Docente

• Autor(a) principal: Brambilla, Flávio Régio
• Data de Publicação: 2012
• Outros Autores: Damacena, Cláudio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/11939
• topic: Service Dominant Logic, Fundamental Premises (FPs), Co-creation of Value, Private Higher Education.; Lógica Dominante do Serviço; Premissas Fundacionais (PFs); Co-criação de Valor; Educação Superior Privada.

The present paper aims to develop a better theoretical understanding concerning Service Dominant Logic, proposed originally in 'Evolving to a New Dominant Logic for Marketing', by Vargo and Lusch (2004a). In this context, the product is a mechanism used in the provision of service. In other words, when used, the value of the product resides in the benefits of utility. Aspects of traditional tangibility (as the capacity to touch with hands) become secondary; the focus is the value provision. Among the central premises, the consumer's action is core to the co-creation of value. The market, arena of co-creation, generates interactive experience and benefits. In spite of the recognized worth of the original definition of service logic, since 2004, improvements have been developed concerning this orientation of new‟ logic. In this period, the proposers of the theory revised the eight Fundamental Premises (FPs) of Service Dominant Logic‟ (SDL) (Vargo Lusch, 2004a). A ninth FP was added two years later (Vargo Lusch, 2006a), and the tenth two years after that (Vargo Lusch, 2008). Vargo and Lusch (2008) express their contributions throughout this period (provided though events and academic publications), which were used as a base for theoretical fittings and in the search of better conceptual terminology. The general understanding is that SDL is a potential way to revise the practices of Marketing, but caution is needed before accepting new concepts. The Private Higher Education was chosen as an example of the viability of SDL, deeper than just simple issues in this area.