Questions group assignments
1 SERVICE DOMINANT LOGIC
1. What is service-dominant logic, and how does it differ from goods-dominant
logic?
Service-Dominant Logic (S-D Logic) is a marketing framework that sees service—the use of
knowledge and skills for another’s benefit—as the foundation of all economic exchange. Value is
not embedded in products but is co-created through interactions between firms, customers,
and other stakeholders. It is determined during use (value-in-use), not at the point of sale.
In contrast, Goods-Dominant Logic (G-D Logic) focuses on tangible products. Value is created
by the firm, embedded in goods during production, and transferred to a passive customer at
purchase (value-in-exchange).
Key differences:
• 1. Value Creation: G-D Logic sees value as delivered by the firm; S-D Logic sees value as
co-created with customers.
• 2. Resources: G-D Logic relies on operand (physical) resources; S-D Logic emphasizes
operant (intangible) resources like knowledge and skills.
• 3. Customer Role: Passive in G-D Logic; active in S-D Logic.
• 4. Market View: G-D Logic sees markets as linear chains; S-D Logic sees dynamic
service ecosystems.
So it is This shift that transforms marketing from a transactional, product-centric activity into a
relational, experience-focused discipline, urging firms to collaborate with customers and adapt
offerings to changing contexts.
2. What are operant and operand resources, and how can organizations
leverage both resources to co-create value with customers? Use the axioms
of S-D logic to support your explanation.
Operand resources are physical and passive resources, such as raw materials, buildings, or
equipment. They require action to create value and are central to Goods-Dominant Logic.
Operant resources, in contrast, are intangible and active resources—like knowledge, skills,
relationships, and organizational capabilities—and are key to value creation in Service-
Dominant Logic. In S-D Logic, operant resources are seen as the main source of competitive
advantage because they can act on other resources to produce value.
Businesses that effectively integrate both resource types foster richer value co-creation. For
example, a fitness app (operand) becomes valuable only when combined with tailored health
insights provided by trainers or AI (operant). According to S-D Logic’s foundational premises,
axiom 1 states that all economic exchange is rooted in service, while axiom 2 stresses that
value is always co-created with the beneficiary. Axiom 3 highlights that all actors integrate
resources, and Axiom 4 asserts that value is uniquely determined by the customer in context.
, Strategic use of masterful operant resources—like advanced problem-solving or empathetic
service design—can provide a sustainable competitive edge.
Firms should therefore invest in employee development and customer collaboration to unlock
full value-in-use potential across service ecosystems.
This integration is supported by key S-D Logic axioms:
• FP1: All exchange is based on service.
• FP6: Value is co-created by all actors, including the customer.
• FP9: All actors integrate resources.
• FP10: Value is uniquely determined by the customer in context.
• FP11: Co-creation depends on institutional arrangements.
2 SERVICE QUALITIES AND THE CUSTOMERS DECISION PROCESS
• 1.Explain the TRISEC framework by Blazevic and Sidaoui (2022). How do service
logic, technology design, and customer experience interact within this model to
optimize the design of conversational agents across search, experience and
credence contexts?
The TRISEC framework—Technology design, Service logic, and Customer experience—is a
strategic model developed by Blazevic and Sidaoui (2022) to optimize digital service design,
particularly involving Conversational Agents (CAs). The framework stresses that these three
components are mutually interdependent. Service logic defines the goals and values of the
service, guiding how CAs should function. Technology design translates this logic into interactive
systems, focusing on usability, adaptability, and emotional intelligence. Customer experience
captures user satisfaction, trust, and engagement, feeding back into refining both service logic
and technological features.
TRISEC adapts CA design based on service context:
• In search services (e.g., booking flights), the focus is on speed and efficiency—time well
saved.
• In experience services (e.g., hotel stays), CAs must personalize interactions—time well
spent.
• In credence services (e.g., financial consulting), the emphasis is on trust, empathy, and
sustained engagement—time well sustained.
The framework also accounts for algorithm aversion, reminding designers to humanize CAs
where trust and complexity are high, especially in credence services.
• 2.How does a customer’s approach to information search vary across search,
experience and credence contexts? Provide examples to support your explanation.
Customer information-seeking behavior varies significantly depending on the type of service—
search, experience, or credence. According to Chocarro et al. (2018), search services involve
low uncertainty; their qualities can be evaluated prior to purchase. Customers rely on objective,
1 SERVICE DOMINANT LOGIC
1. What is service-dominant logic, and how does it differ from goods-dominant
logic?
Service-Dominant Logic (S-D Logic) is a marketing framework that sees service—the use of
knowledge and skills for another’s benefit—as the foundation of all economic exchange. Value is
not embedded in products but is co-created through interactions between firms, customers,
and other stakeholders. It is determined during use (value-in-use), not at the point of sale.
In contrast, Goods-Dominant Logic (G-D Logic) focuses on tangible products. Value is created
by the firm, embedded in goods during production, and transferred to a passive customer at
purchase (value-in-exchange).
Key differences:
• 1. Value Creation: G-D Logic sees value as delivered by the firm; S-D Logic sees value as
co-created with customers.
• 2. Resources: G-D Logic relies on operand (physical) resources; S-D Logic emphasizes
operant (intangible) resources like knowledge and skills.
• 3. Customer Role: Passive in G-D Logic; active in S-D Logic.
• 4. Market View: G-D Logic sees markets as linear chains; S-D Logic sees dynamic
service ecosystems.
So it is This shift that transforms marketing from a transactional, product-centric activity into a
relational, experience-focused discipline, urging firms to collaborate with customers and adapt
offerings to changing contexts.
2. What are operant and operand resources, and how can organizations
leverage both resources to co-create value with customers? Use the axioms
of S-D logic to support your explanation.
Operand resources are physical and passive resources, such as raw materials, buildings, or
equipment. They require action to create value and are central to Goods-Dominant Logic.
Operant resources, in contrast, are intangible and active resources—like knowledge, skills,
relationships, and organizational capabilities—and are key to value creation in Service-
Dominant Logic. In S-D Logic, operant resources are seen as the main source of competitive
advantage because they can act on other resources to produce value.
Businesses that effectively integrate both resource types foster richer value co-creation. For
example, a fitness app (operand) becomes valuable only when combined with tailored health
insights provided by trainers or AI (operant). According to S-D Logic’s foundational premises,
axiom 1 states that all economic exchange is rooted in service, while axiom 2 stresses that
value is always co-created with the beneficiary. Axiom 3 highlights that all actors integrate
resources, and Axiom 4 asserts that value is uniquely determined by the customer in context.
, Strategic use of masterful operant resources—like advanced problem-solving or empathetic
service design—can provide a sustainable competitive edge.
Firms should therefore invest in employee development and customer collaboration to unlock
full value-in-use potential across service ecosystems.
This integration is supported by key S-D Logic axioms:
• FP1: All exchange is based on service.
• FP6: Value is co-created by all actors, including the customer.
• FP9: All actors integrate resources.
• FP10: Value is uniquely determined by the customer in context.
• FP11: Co-creation depends on institutional arrangements.
2 SERVICE QUALITIES AND THE CUSTOMERS DECISION PROCESS
• 1.Explain the TRISEC framework by Blazevic and Sidaoui (2022). How do service
logic, technology design, and customer experience interact within this model to
optimize the design of conversational agents across search, experience and
credence contexts?
The TRISEC framework—Technology design, Service logic, and Customer experience—is a
strategic model developed by Blazevic and Sidaoui (2022) to optimize digital service design,
particularly involving Conversational Agents (CAs). The framework stresses that these three
components are mutually interdependent. Service logic defines the goals and values of the
service, guiding how CAs should function. Technology design translates this logic into interactive
systems, focusing on usability, adaptability, and emotional intelligence. Customer experience
captures user satisfaction, trust, and engagement, feeding back into refining both service logic
and technological features.
TRISEC adapts CA design based on service context:
• In search services (e.g., booking flights), the focus is on speed and efficiency—time well
saved.
• In experience services (e.g., hotel stays), CAs must personalize interactions—time well
spent.
• In credence services (e.g., financial consulting), the emphasis is on trust, empathy, and
sustained engagement—time well sustained.
The framework also accounts for algorithm aversion, reminding designers to humanize CAs
where trust and complexity are high, especially in credence services.
• 2.How does a customer’s approach to information search vary across search,
experience and credence contexts? Provide examples to support your explanation.
Customer information-seeking behavior varies significantly depending on the type of service—
search, experience, or credence. According to Chocarro et al. (2018), search services involve
low uncertainty; their qualities can be evaluated prior to purchase. Customers rely on objective,
