Is every business a service business?: Customer's value creation and firm's business logic from a service perspective

Traditionally firms' business logic and marketing are based on a goods logic. The notion that value for customers is embedded in the goods produced and marketed by a firm constitutes a central element of such a logic. However, according to a more recent view in the management and marketing literature customer value emerges in customers' consumption or usage processes, that is, when goods and services are used. This approach to value creation leads to a service logic in business. In the present article various aspects of a service logic and the consequences for customers and firms of such a logic are discussed. It is claimed that, although they depend on each other, a firm service logic and a customer service logic have to be kept apart. Two alternative models for describing value creation and the roles of the firm and the customers, respectively, are developed and analyzed.