Files:DescriptionFile size FormatBrowse
Previous | Next
  
Authors: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
Publication title:Creating and Test-driving Service Experiences Prior to Purchase and Consumption: Case-Studies in Three Different Service Contexts
Conference:10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden
Publication type: Full text not available
Issue:026
Article No.:136
Abstract: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.

Language:English
Year:2007
No. of pages:10
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
File:
Available:2008-02-15
Publisher:Linköping University Electronic Press; Linköpings universitet

REFERENCE TO THIS PAGE
Bo Edvardsson, Bo Enquist, Robert Johnston (2007). Creating and Test-driving Service Experiences Prior to Purchase and Consumption: Case-Studies in Three Different Service Contexts, 10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden http://www.ep.liu.se/ecp_article/index.en.aspx?issue=026;article=136 (accessed 11/26/2014)