Service Dominant Logic in Testco

The theoretical aspect of Service-dominant logic insists on a philosophy where the overall market is built on a service-centered kind of business world. This essay aims at evaluating service-dominant logic as a framework that helps build a strong customer-relationship and loyalty to Tesco PLC brands. In Tesco PLC, the consumer is the most important party in the company (Pumfrey, 2002). This is because they create the necessary demand for the services offered by the company and generates profits after purchasing these products. Therefore satisfied customers are an important factor that Tesco Company needs for its development and sustainability. Also, constant follow-up of the customer after a product has been sold helps them have an attachment with the product as this acts as a guarantee of quality.

Also, it helps them feel that in case the product is faulty, they can easily adjust it so as to fit the customer’s specifications. In addition, co-creation of a product with customers not only helps in attracting a customer to a certain product, it also makes sure that customers get only what they want and not what is at least in the market (Zeithaml, Bitner, and Gremler, 2011). When a customer can get something they truly need, there is often a high probability that they would not substitute it with a different product. In the long-run, Tesco’s customers are captured due to the level of satisfaction that they get from this product. This is because, when Tesco’s customer is satisfied with the quality of the products that brings them maximum satisfaction as compared to other substitutes in the market, they tend to purchase only such products.

In most cases when a consumer becomes satisfied after a long search of the service, they would not look for any other product even in cases of slight adjustments of prices. Such kind of attachment to the product can be considered as loyalty which in this case, loyalty is influenced by the value of the products based on how it is perceived by the consumer. Stakeholder interaction Stakeholder interaction in the service-dominant logic is an aspect that is thought to work during the product creation process. During product creation, there are a number of crucial parties that the Tesco considers. Role of marketer In the service-dominant logic, there are a number of participants who ensure that the consumers get what they seek and at the right prices.

One of the participants in ensuring customer satisfaction, their relationship with Tesco and their loyalty to the product is a marketer (Wilson, 2009). A marketer’s role does not only entail selling a product or marketing the company for publicity purposes buy also in ensuring that the customers that they are able to convince remain loyal to the products that are sold. Also, marketers are expected to maintain good customer relationship for Tesco. As a marketer, one is expected to gather information from consumers that would help Tesco know what to change in the products they have or even what to add based on the people’s taste. E. Sharpe. Pumfrey, J. (1) LEVI STRAUSS & CO. (2) LEVI STRAUSS (UK) LTD v TESCO STORES LIMITED (2) TESCO STORES PLC (3) COSTCO WHOLESALE UK LIMITED.