Kelompok 2:
Nafisa Farkhiy Aulia 12010121410012
Julius Kevin Putra Hutama 12010121410013
Nurul Hudha 12010121410014
Rahmawati Idha Wibowo 12010121410015
Rama Aditya Wiwaha 12010121410016
PENEMU TEORI SERVICE DOMINANT LOGIC
Robert Lusch
Goods-Dominant Service-Dominant
Logic Logic
SDL mengarahkan fokusnya pada layanan, proses, manfaat pertukaran, daripada output
Kegiatan dalam SDL berorientasi pada pelanggan dimana pelanggan berperan sebagai bagian
dari penciptaan nilai co-creation (Lusch dan Vargo, 2014).
URGENSI
Creator of value Firm, often with input from firms in a supply chain Firms, network patners, and customers
Process of value firms embed value in ‘goods’ or ‘services’, value is firms propose value throught market offerings, customers continue
creation ‘added’ by enchancing or increasing attributes value-creation processs through use
Role of firm Produce and distribute value Propose and co-create value, provide service
Units of output, operand resources that are Vehicle for operant resources, enables access to benefits of firm
Role of goods
embedded with value competences
Judul Penelitian : Co-Creation integrated resort experience in Croatia : The application of service dominant logic (2020)
Model Penelitian :
Penelitian terkait Penerapan teori SDL
Judul Penelitian : Service-Dominant Logic in tourism: the way to loyalty (2013)
Model Penelitian :
Hasil
Penelitian
Penelitian
penerapan
teori SDL
Hasil Penelitian :
1. co-produce
2. Penawaran layanan
3.Penggantian penawaran
4. Co create Value
Judul Penelitian Supply chain networks and service-dominant logic: suggestions for future research (
Peneliti Lauren S. Beitelspacher
Penelitian terkait Penerapan teori SDL
Judul Penelitian : Business co-creation for service innovation in the hospitality and tourism industry (2017),
International Journal of Contemporary Management
Peneliti : Ja-Shen Chen, Don Kerr, Cindy Yunhsin Chou, Chinhui Ang
Model Penelitian :
Trust
Technology
Adoption
Co-Creation Service Competitive
Dynamics Innovation Advantage
Environmental
Change
Hasil Penelitian Trust
Technology
Adoption
Co-Creation Service Competitive
Taiwan: Dynamics Innovation Advantage
Environmental
Change
Trust
Technology
Adoption
Malaysia: Co-Creation Service Competitive
Dynamics Innovation Advantage
Environmental
Change
Studi ini menghubungkan pandangan relasional teori Service Dominant Logic yang menekankan pada Co-Creation
Dynamics dan Service Innovation sebagai sumber daya operan dan sumber fundamental utama untuk memperoleh
Competitive Advantage. Penelitian ini juga melihat interpretasi co-creation business dan membahas bahwa co-
creation business mempengaruhi Service Innovation di industri perhotelan dan pariwisata.
Penelitian terkait Penerapan teori SDL
Studi ini membahas inovasi industri perhotelan dengan adanya media sosial yang
mengedepankan Service Dominant Logic, dalam studi kasus ini membahas cara media sosial
berdampak pada industry perhotelan:
Hasil Penelitian
1. Memperluas layanan tamu
Industri perhotelan sudah berinovasi dalam melayani tamu yang ada tidak hanya dengan media offline
tetapi bisa juga mengunakan media online.
2. Informasi Lokasi
Perhotelan sekarang sudah mengunakan media informasi lokasi di media sosial dan online untuk
memudahkan calon pelanggan mengetahui lokasi hotel secara online.
3. Layanan Pelanggan
Berinteraksi dengan pelanggan menggunakan Facebook dan Twitter dapat meningkatkan layanan
pelanggan. Ide dari layanan pelanggan sebelumnya hanya diakomdasi dengan nomor telepon, namun
adanya sosial media membuatnya jauh lebih mudah.
4. Memasang Iklan
Memasang penawaran pada media sosial seperti Facebook dan Twitter dan mengunggah Video keunikan
dan keunggulan hotel yang ditawarkan.
Skenario Strategi
IT Adoption Service-Dominant Logic
dalam Hospitality
● Pemanfaatan e-
commerce
● Pemanfaatan sosial
media
● Teknologi pendukung
Resources
Value Co-creation Service Innovation
● Market-Face Resource
● Fitur pemesanan online
(supplier) Kolaborasi antara ● Penggunaan amenities Competitive
● Private Resource pengunjung dan Advantage
● Layanan Customer
(pengunjung, karyawan) pihak hotel dalam Service melalui sosial
● Public Resource menciptakan value media
(infrastruktur)
Co-creation Attitude
● Interaction Attitude
● Knowledge Sharing
● Responsive Attitude
LITERATUR PENDUKUNG
● Stephen L. Vargo, & Robert F. Lusch. 2017. “Service-dominant logic 2025” dalam International Journal of Research in
Marketing 34 (2017) 46–67.
● Ralf Wilden & Siegfried Gudergan. 2017. “Service-dominant orientation,dynamic capabilities and firm performance” dalam
Journal of Service Theory and Practice Vol. 27 No. 4, 2017.
● Jiseon Ahna, Ki-Joon Backb, Petra Barišićc, Choong-Ki Leed. 2020. Co-creation and integrated resort experience in Croatia:
The application of service-dominant logic. Journal of Destination Marketing & Management 17 (2020) 100443
● Stephen K. Callaway, David D. Dobrzykowski, (2009) Service-Oriented Entrepreneurship: Service-Dominant Logic in Green
Design and Healthcare. Service Science 1(4):225-240. https://doi.org/10.1287/serv.1.4.225
● Widjajaja Hartono. Service Innovation: In Highly Competitive of Hotel Industry. The First International Conference on Law,
Business and Government 2013, UBL, Indonesia. Dalam
● Neda Barqawi, Kamran Syed, & Lars Mathiassen. 2016. Applying service-dominant logic to recurrent release of software: an
action research study. Journal of Business & Industrial Marketing, 31(7) pp. 928–940.
https://doi.org/10.1108/JBIM-02-2015-0030
● Dogan Gursoy. 2018.Future of Hospitality Marketing and Management Research.