However, like the goal to find a unified field theory of physics to explain the universe, the unified services theory can provide an umbrella in which other theoretical implications can be flushed out (Sampson and Froehle, 2006). This may also not only require a new theoretical understanding of marketing, but new, and innovative ways of measuring customer satisfaction (Parasuraman, et.al.). Finally, the new SDL theory implies that relationships between consumers (the customer) and the manufacturer of a good or service must continue to evolve as the nature of the economic relationship dictates. There are so many choices in products and services that it is something else that must become the modicum of exchange within the relationship. SDL then becomes "the process of using ones resources for the benefit of another part, express as…. Service…. Rather than the traditional conceptualization of an intangible unit of output" (Vargo and Lusch, 167).

REFERENCES

Retrieved from 12 Manage- The Executive Fast Track: http://www.12manage.com/methods_marketing_mix.html
Arnold, E.K. (2008). Service-Dominant Logic and Resource Theory. Journal of the Academy of Marketing Sciences. 36 (1): 21-24.

Erichsen, G. (2010, January). The Chey Nova That Didn't Go. Retrieved from About.com: http://spanish.about.com/cs/culture/a/chevy_nova.htm

Parasurman, A., Zeithaml, V., Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. 64 (1): 12-40.

Sampson, S., Froehle, C. (2006). Foundations and Implications of a Proposed Unified Services Theory. Production and Operations Management. 15 (2): 329-43.

Vargo, S., Lusch, R.F. (2010). 'Relationship' in Transition: An Introduction to the Special Issue on Relationship and Service-Dominant Logic. Journal of Marketing Management. 4 (4): 167-8.