Professional Documents
Culture Documents
Bo Edvardsson
Many service providers recognize the value created by providing favorable, memorable customer experiences (for example IKEA, Ritz Carlton and Singapore Airlines). Value can be created by involving customers in the co-creation and/or personalization of their experiences (Prahalad and Ramaswamy, 2004).
By extending the nature of the service experience into the pre-purchase arena organizations can:
add unique and personalized value to the service connect with the customer through exposure to the organizations norms and values learn more about the customers needs and desires to be used in service development and quality improvement efforts create a unique identity manage customer expectations and quality-in-use, and improve sales.
A service experience is a service process that creates the customers cognitive, emotional, and behavioral responses, resulting in a mental mark, a memory (in line with
Johnston and Clark, 2001). The role of the pre-purchase service experience is to help customers assess the quality and value of the service in context, thus facilitating assessment and decision-making by the customer.
Customers can be involved in the testing of a service, like test driving a new car, allowing them to experience, at no risk, the nature of the service in order to enable them to assess not only the functional qualities, but also to experience the likely emotional qualities.
The service scape and the experience room can be used as theoretical points of departure. Data on customers behavior in the service process and their cognitive and emotional responses forms the basis for identifying and understanding experience drivers.