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Interactive value formation
and customer experience
Linking customer experience
to the service logic
Revisiting the value concept
Non-interactive value formation
• Value is:
- Embedded in offerings that
companies produce
- Objectively measureable
- The price that the customer
pays
(Bagozi, 1975; Hunt, 1976; Kotler, 1972)
Interactive value formation
• Value is:
- Co-created
- “An interactive relativistic
preference experience”
- Subjectively evaluated in the
social context
(Edvardsson et al., 2011; Holbrook, 2006,
p. 212)
Two definitions of value
“idiosyncratic, experiential, contextual,
and meaning laden”Vargo and Lusch (2008, p. 7)
“interactive, relativistic, preference experience”Holbrook (2006b, p. 212)
Customer experience
and the service logic
Definitions and relationships
Service experience: the customer’s view of the serviceJohns (1999)
“subjective consciousness of consumers
as they interact with goods and services”Oliver and Westbrook (1993, p. 12)
“the internal and subjective response
customers have to any direct or
indirect contact with a company”Meyer and Schwager (2007, p. 118)
“private events that occur in
response to some stimulation”Schmitt (1999b, p. 60)“inherently personal”
Pine and Gilmore (1998, p. 98)
Customer experience
• Originates in Hirschman and Holbrook (1982)
• Customers not only rational decision makers,
but also engage with offerings emotionally and
give subjective meaning to them
• Emerge directly, indirectly and virtually,
always from interaction between an object
or an environment and an individual
Customer experience
Extraodinary experience
Ordinary experience
Customer experience
management
Consumption experience
Consumer experience
Adapted from Carù and Cova (2003)
Value: a cognitive assessment
of the customer experience
or
Customer experience: outcome
of the value formation process
Interactive value formation
and customer experience
Jörg Pareigis
@joergelp
This work is licensed under a Creative
Commons Attribution 4.0 International
License.
