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| The Development of Western Service Paradigm:From Product Dominant Logic to Customer-involved Value Co-creation |
| WANG Xiao,DU Jiangang,BAI Changhong |
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Abstract Service study has become a hot issue in recent years. The research of service paradigm extends from product dominant logic to customer-involved value co-creation. However, the identification of service has been an academic focus among researchers. This article reviews the development of service paradigm, analyzes seven service paradigms, including product dominant logic, service dominant logic, service characteristics paradigm, relationship paradigm, customer contacting paradigm, experience paradigm, and customer/service provider paradigm. Besides, the authors also point out the current research limitations and challenges, and put forward a series of suggestions for further research.
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Received: 28 February 2014
Published: 17 November 2014
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Corresponding Authors:
WANG Xiao
E-mail: benxwang@hotmail.com
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2014, Vol. 
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