Business Strategy
Service-Dominant Orientation in Two-Wheeler Industry in India†

Article Details
Pub. Date : Mar' 2019
Product Name : The IUP Journal of Business Strategy
Product Type : Article
Product Code : IJBS31903
Author Name : Agrim Verma and Monica Bedi
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 13



The recent perspective on customer orientation in marketing world focuses on service-dominant orientation. Service-dominant orientation involves an interactional role of the customer by emphasizing on the importance of customer as cocreator of value. The paper aims to study service-dominant orientation in two-wheeler industry in India, and also the perception about service-dominant orientation in two-wheeler industry across gender, educational qualification and monthly income. The study is descriptive in nature. The authors use the service-dominant orientation scale consisting of six distinct dimensions, namely, relational interaction, ethical interaction, individuated interaction, empowered interaction, concerted interaction and developmental interaction. The test used for analysis includes one-way ANOVA. The results indicate that service-dominant orientation plays a critical role in enhancing buyer-seller relationship. The involvement of customers as value cocreators improvises the whole process of transactional exchange. Services play a significant role in two-wheeler industry in India because of high levels of competition and rivalry between players in the industry.


Service science has become a major area of focus for marketing study over the years. Realizing the importance of services in the highly competitive business world, it has become essential to manage each and every customer touchpoint involved for the smooth experience of economic exchange (Rawson et al., 2013). The influence of Goods-Dominant (G-D) logic of marketing literature has undergone a transition and made way for Service-Dominant (S-D) logic. The focus has shifted to intangible resources from the age-old focus on product alone. Customers’ encounter with a brand not only influences the present purchase decisions but also future purchase decisions. Several aspects make up the experience of customers’ interaction with a brand, including customer service, quality of the product and quality of transactional exchange (Hyken, 2018). The purchase decisions of customers today have become service quality dominated (Taylor and Baker, 1994). In order for firms to keep pace with demands of customers, organizations have to focus on high quality service delivery. At the same time, service-dominant orientation immensely benefits the firms in the long run because of its performance outcomes.


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