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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 4/21/2014)