Article | 10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden | Creating and Test-driving Service Experiences Prior to Purchase and Consumption: Case-Studies in Three Different Service Contexts

Title:
Creating and Test-driving Service Experiences Prior to Purchase and Consumption: Case-Studies in Three Different Service Contexts
Author:
Bo Edvardsson: Service Research Center, Department of Business and Economics, Karlstad University, Karlstad Sweden Bo Enquist: Service Research Center, Department of Business and Economics, Karlstad University, Karlstad Sweden Robert Johnston: Service Research Center, Department of Business and Economics, Karlstad University, Karlstad Sweden
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Year:
2007
Conference:
10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden
Issue:
026
Article no.:
136
No. of pages:
10
Publication type:
Full text not available
Published:
2008-02-15
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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Companies are searching for new and better ways to differentiate their market offerings in order to stay competitive and make a profit (Shaw and Ivens; 2002). The move towards service as a competitive weapon is a fundamental reaction to the evolution of competition and one of the major ways for companies to differentiate by creating new customer value through favourable service experiences (Johnston and Clark 2005; Prahalad and Ramaswamy 2004; Voss 2003). The aim of this paper is to undertake some exploratory and grounded research into service organizations that provide pre-purchase experiences for their customers. Our research question is: how do service organizations go about designing and delivering pre-service experiences test-drives; for their customers. The purpose of the paper is to develop and test designs of test-drives for services and discuss guidelines which might inspire and help organizations design and manage pre-purchase service experiences. In particular we will explore the applicability of an earlier theoretical framework; (Edvardsson et al. 2005); then illustrate; develop and refine the framework and propose design dimensions to be used when developing pre-experience services.

The next section provides our theoretical points of departure and presents the theoretical framework. The following section explains our method; followed by the description and analysis of our case studies. In the final section we discuss our research contribution; managerial implications and suggest areas for future research.

10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden

Author:
Bo Edvardsson, Bo Enquist, Robert Johnston
Title:
Creating and Test-driving Service Experiences Prior to Purchase and Consumption: Case-Studies in Three Different Service Contexts
References:
No references available

10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden

Author:
Bo Edvardsson, Bo Enquist, Robert Johnston
Title:
Creating and Test-driving Service Experiences Prior to Purchase and Consumption: Case-Studies in Three Different Service Contexts
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