The emerging 'service dominant' logic challenges the view of buyers as passive consumers and includes buyers in the value creation process by asserting that the customer is always a co-creator of value.

Question

Quizplus · Accepted Answer

The statement accurately describes the emerging 'service dominant' logic, which emphasizes the active role of customers in creating value in a service-based economy.

The Emerging 'Service Dominant' Logic Challenges the View of Buyers