Research On The Mechanism Of Value Creation Process Based On Service-Dominant Logic

In recent years,service-dominant logic has attracted great attention in management academia.Vargo and Lusch(2004)developed service-dominant logic to replace goods-dominant logic in order to achieve more effective value creation.However,there is no clear response from existing researches on how the service-dominant logic affects value creation and what the process mechanism is.Although many scholars have carried out some qualitative researches on value creation based on service-dominant logic in their own fields,there is still a lack of comprehensive understanding and awareness of development for service-dominant logic itself.The relationship between service-dominant logic and value creation is not clear enough,and quantitative research is rare.In view of this,in the context of China’s health service industry(including healthcare and elderly care industries),based on service-dominant logic,this dissertation introduces the concept of dual value,and reveals the mechanism of value creation process from the formal dimension and the substantive dimension respectively.In this dissertation,two sub-studies are designed and carried out by combining theoretical and empirical methods,qualitative and quantitative methods.Sub-study 1:Evolution of service-dominant logic.In sub-study 1,the existing research framework of service-dominant logic evolves towards the direction of "comprehensive understanding of value" and "operational quantitative analysis",and then the dual value creation logic is obtained(i.e.evolution form of service-dominant logic,which still belongs to service-dominant logic).The dual value creation logic includes five axioms and six theorems,which clarifies the metrological thinking of use-value and preliminarily constructs the basic model of quantitative analysis.Compared with the original theoretical system,the dual value creation logic can better reveal the essence of value creation(i.e.enhance the use-value or reduce the exchange-value),further broaden the theoretical application boundary,and try to put forward the quantitative analysis idea.Sub-study 2: The mechanism of value creation process.Based on the "dual dimension" analysis framework,sub-study 2 carried out work from two dimensions:(a)In the formal dimension,the value creation process is divided into three links--labor production,circulation and exchange,and consumption experience,and it is illustrated with specific cases of the elderly health industry;(b)In substantive dimension,the study starts with an Internet healthcare enterprise in Guangdong province as an object of case study,using exploratory single case study method,which clarifies the antecedent driving force,behavioral process and final result of value creation.It reveals the relationship between "value proposition → customer participation → value creation",and shows a path of value creation driven by service-dominant logic element.Then,the path is tested based on a large sample of data(2349 valid data obtained by questionnaire).Sub-study 2 puts forward 16 hypotheses in 5 groups around the relationship between value proposition,customer participation,customer perceived value and value creation.The statistical software SPSS21.0and AMOS21.0 are used for statistical analysis of the questionnaire data,and hypotheses are empirically tested.The empirical results show that value propositions can directly affect value creation or indirectly affect value creation through customer participation.At the same time,customer perceived value can positively adjust the relationship between customer participation and use-value creation.The innovation points of this dissertation are mainly reflected in three aspects.Firstly,the dual value creation logic is proposed through evolution research,which improves the theoretical system of service-dominant logic,and makes up for the defect that service-dominant logic can only be analyzed qualitatively,but not quantitatively;Secondly,it describes three links of value creation process from the perspective of service ecosystem in the formal dimension,which enriches the research content of value creation;Thirdly,it reveals the path of value creation driven by value proposition(service-dominant logic element)from the essential dimension,and opens the "black box" of value creation process mechanism in the service ecosystem.This dissertation has made an academic contribution to the research field of service-dominant logic and value creation,and has some implications for enterprise managers,consumers and other stakeholders.