From Assumptions to Evidence: How Customer-Dominant Logic Shapes Digital Success

Customer-dominant logic (CDL) has been proposed as a novel approach for creating value to address the disruptions from the volatile marketing and technological environment. This study is grounded in the demand-side view and resource-based view and adopts a mixed-methods approach that involves the in-depth interview of 45 individuals, such as managers, staff members, and customers, to conceptualize CDL and the survey of Chinese enterprise managers to validate the measurement scale. Findings indicate that CDL encompasses five dimensions: demand opportunity perception, customer empowerment, digital empowerment, win–win cooperation, and experiential value. This study expands the dominant logic literature by conceptualizing CDL and developing a valid scale. In terms of practice, this study can provide firms with guidelines on how to adapt to the market, meet the personalized needs of their customers, and gain a competitive advantage in the digital age by adopting customer-centric strategies and digital technology and creating collaborative ecosystems.