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Could you please write me how McDonald's using service dominant logic?
Wiki User
∙ 9y ago
Service dominant logic is a new mind set to look marketing principles from another perspective since 2004. The 'service' in SDL means "the application of specialized competences (knowledge and skills), through deeds, processes, and performances for the benefit of another entity or the entity itself" (Lusch and Vargo, 2006, p283). In Mcdonald, besides selling a food and beverage product, it involve a process of application of knowledge and skills such as the design of the shop, the combination of McCafe, smiling from staff, type of music, variety of products, message of serving the community etc all inclusive in SDL.The service concept embodies an idea of resources integration as "the application of resources by one actor for the benefit of another" (Lusch and Vargo, 2012, p194). Mcdonald features the SDL completely.
Wiki User
∙ 9y ago
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