A New Possibility for Communication Strategy in Service Dominant Logic

Abstract

The author searches for a new possibility for communication strategy in Service Dominant Logic. First, Service Dominant Logic is considered . Second, Customer Culture Theory is examined, since Arnould argued that propositions outlined in Vargo and Lusch(2004) were ideas that researchers associated with the Consumer Culture Theory tradition had pioneered. It is important that consumer's operant resource is considered, and it can make communication strategy more effective.