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Exploring the role of the service environment in forming customer's service experience
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
2011 (English)In: International Journal of Quality and Service Sciences, ISSN 1756-669X, Vol. 3, no 1, 110-124 p.Article in journal (Refereed) Published
Abstract [en]

The aim of this paper is to identify and describe important dimensions of the service process as defined by customers, and to compare the results from a specific use context with the recent conceptualization of the experience room. Public transport travellers were provided with a public transport travel diary and were encouraged to make detailed notes about their service experience during their journey. The diaries were than transcribed and coded in NVivo8 using a constant comparative method. The qualitative analysis of the public transport travel diaries revealed six emerging themes of service experience: customer processes, other customers, physical environment, contact personnel, provider processes and wider environment. The interplay between these themes is what forms the service experience of customers. The inductive analysis of the empirical material contextualizes the experience room model in a utilitarian and facility-driven service. This deductive analysis of 100 customer experiences shows that the dimensions customer involvement, customer placement and physical artefacts are most important for the customer's service experience in this context. This paper offers a set of important empirically based customer experience dimensions with public transport. The paper also provides a contextualization of a theoretical model, the experience room model. The contribution results show the importance of interactions with other customers and the physical environment for the customer's experience

Place, publisher, year, edition, pages
Bingley, UK: Emerald , 2011. Vol. 3, no 1, 110-124 p.
Keyword [en]
Transport services sector, Sweden, Customer satisfaction
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10562DOI: 10.1108/17566691111115117OAI: oai:DiVA.org:kau-10562DiVA: diva2:494105
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2012-09-06Bibliographically approved
In thesis
1. Customer experiences of resource integration: Reframing servicescapes using scripts and practices
Open this publication in new window or tab >>Customer experiences of resource integration: Reframing servicescapes using scripts and practices
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

It is widely acknowledged that value can be regarded as interactively formed by customers through the integration of a variety of resources. However, it is difficult to find service research that takes these concepts seriously in empirical studies. Consequently, the aim of this thesis is to present an empirically grounded understanding of how customer resource integration takes place in practice and how customers experience their resource integration. By collecting data of public transport customers through qualitative diaries, interviews, and video recordings of situated action in addition to a survey, the thesis draws on script and practice theory.

The main contribution of the thesis is an empirically grounded model of customer experience of resource integration, which can be summarized in six propositions: (a) customers can acquire four different types of scripts: generic, incongruent, rigid, or transformative; (b) the script types are implicit parts of interactive value practices, which emerge as navigating and ticketing in the empirical context of public transport; (c) the interactive value practices are constellations of the resource integration activities of identifying, sense-making, and using, which customers focus on to varying extents, depending on their acquired script; (d) during or after interactive value formation customers potentially update their scripts; (e) customer processes, other customers, the physical environment, contact personnel, provider processes, and the wider environment all form the context of the service, but can also be resources that the customer integrates; and (f) the customer experience is a holistic evaluation of the interactive value formation and can be understood as consisting of three dimensions: a cognitive evaluation and two affective evaluations, positive activation and positive deactivation. As such, I reframe the notion of the servicescape in order for it to be more attuned to the perspective of interactive value formation and resource integration.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2012. 68 p.
Series
Karlstad University Studies, ISSN 1403-8099 ; 2012:38
Keyword
Customer experience, resource integration, interactive value formation, servicescape, microethnography, public transport
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-14436 (URN)978-91-7063-445-1 (ISBN)
Public defence
2012-09-28, Agardhsalen, 11D257, Karlstads universitet, Karlstad, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2012-09-03 Created: 2012-08-01 Last updated: 2015-05-27Bibliographically approved

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Citation style
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