Extending economic perspective to service perspective
Loading...
Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Management and Technology
Abstract
Service-dominant logic (SD logic) is an emerging paradigm that emphases on the concept of service (application of competences and skills) as basis of exchange rather than goods as unit of exchange (Vargo et al. 2010). SD logic is more concerned with collaboration, resource integration and value co-creation. New logic of marketing is attaining attention of marketing researchers and they are looking business and marketing activities with this new logic but management studies are still waiting to be viewed with service perspective. It is need to view management concepts with new logic to understand the phenomenon with alternative perspective. Ford & Bowen (2008) also called management researchers to contribute in management studies with the new lens of service-dominant logic and to develop a new paradigm to see management activities that remained employer centric due to the dominancy of economic paradigm in management science.
This study is an initiative to introduce service perspective in management research and review agency relation with new paradigm. It provides a shift in agency relationship from economic perspective to service perspective. Using grounded theory methodology, a conceptual framework of agency service relationship is developed. The outcome of this study suggests that agency service relationship between employee and employer is based on service contract which is led by need for reciprocal exchange of service. Value is proposed through promising an attractive and desired offer. Employer and employee as a service actors play the role of resource holders and resource integrators in this relationship. Both service actors integrate their resources (operant and operant resources) to co-create value which is mutually benefited. Service supported organizational practices and processes influence and mitigate the value co-creation process. Delivered value can adopt the form of relationship, experience, monetary/financial incentive and knowledge and learning. Agency service relationship in contrast of agency relationship propose mutual goal, trust, cooperative and collaborative nature of relation and maximum benefits to both service actors.
Description
Supervised by: DR. Abdul Rashid Kausar
Keywords
Service perspective, Agency service relationship, MS thesis