...Jan Drengner; Steffen Jahn; Pia Furchheim Purpose Flow is an important yet under-utilized concept to examine extraordinary experiences in service encounters. An extensive review of extant literature revealed several conceptual concerns that have contributed to a blurred understanding of flow...

...Edwin N. Torres; Peter Lugosi; Marissa Orlowski; Giulio Ronzoni Adopting a socio-spatial approach, this study develops a consumer-centric conception of service experience customization. In contrast to existing service customization research, which has focused on company-centric approaches...

...Ahmad Beltagui; Marina Candi; Johann C.K.H. Riedel Purpose The purpose of this paper is to identify service design strategies to improve outcome-oriented services by enhancing consumers’ emotional experience, while overcoming customer variability. Design/methodology/approach An abductive...

...Dr Elina Jaakkola, Anu Helkkula and Dr Leena Aarikka-Stenroos; Melissa Archpru Akaka; Stephen L. Vargo; Hope Jensen Schau Purpose – The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience...

...Dr Elina Jaakkola, Anu Helkkula and Dr Leena Aarikka-Stenroos; Katrien Verleye Purpose – Companies increasingly opt for co-creation by engaging customers in new product and service development processes. The purpose of this paper is to provide insight into the customer experience in co-creation...

... on designing a customer journey that enhances the entire customer experience. There is nothing wrong with firms seeking continuous improvement in service quality and customer satisfaction. These efforts are needed for firms to be competitive in the marketplace. The problem occurs when performance levels...

...Dominik Mahr; Nikos Kalogeras; Gaby Odekerken‐Schröder Purpose Insufficient attention to the specific nature of healthy food experiences might limit the success of related innovations. The purpose of this article is to adopt a value‐in‐use perspective to conceptualize healthy food consumption...

...Evert Gummesson; Cristina Mele; Francesco Polese; Anu Helkkula; Carol Kelleher; Minna Pihlström Purpose The purpose of this paper is to distinguish experiences from practices and relate this distinction to current developments in value research within service‐dominant (S‐D) logic and the broader...

...Xin David Ding; Yang Huang; Rohit Verma Purpose Drawing upon research in consumer behavior, the purpose of this paper is to deploy an alternative way to predict behavioral intention with customer technology beliefs and experience in e‐brokerage services. Design/methodology/approach This study...

... experiences for customers. It draws on techniques from practical theatre and is being tried, evaluated and refined in conjunction with employees of a UK multiple retail organisation. The process of dramatic script development with employees is demonstrated through the identification of the drama, the creation...

... of consumers’ experience of the service on them. The results of the study demonstrate that experience of the service has a clear influence on expectations, at least within the context of the fast‐food industry. Whatever conceptualization of service quality proves to be correct, it is clear that expectations...