Characterizing Value as an Experience Implications for Service Researchers and Managers

Journal of Service Research (Impact Factor: 2.73). 02/2012; 15(1):59-75. DOI: 10.1177/1094670511426897

ABSTRACT Within contemporary discourse around service-dominant logic, phenomenologically (experientially) determined value has been placed at the center of value discussion. However, a systematic characterization of value in the experience has not been presented to date. In this article, the authors outline four theoretical propositions that describe what value in the experience is, which are then illustrated using a narrative data set. The propositions consider both lived and imaginary value experiences and posit that current service experiences are influenced by previous and anticipated service experiences. The article contributes to the service literature by characterizing value in the experience as an ongoing, iterative circular process of individual, and collective customer sense making, as opposed to a linear, cognitive process restricted to isolated service encounters. The authors recommend that service researchers should consider the use of interpretive methodologies based on the four theoretical propositions outlined in order to better understand the many ways that service customers experience value in their lifeworld contexts, which extend well beyond the service organization’s zone of influence. Service managers should also consider how a richer understanding of past, current, and imaginary value in the context in service customers’ individual lifeworld contexts might generate novel insights for service innovations.

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Available from: Anu Helkkula, Dec 13, 2013
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    • "In addition, not every evaluation of an experience is positive, and thus, negative experiences might lead to negative value creation. Because of this, phenomenological views on value and the context of experience are critical components of value co-creation and, thus, need to be further explored (Helkkula et al., 2012). The following sections provide an overview on two emerging and evolving streams of research – CCT and S-D logic – that are dedicated to understanding experiential and phenomenological views on value and the social and cultural contexts through which value is continually created and experiences are (re)evaluated. "
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    ABSTRACT: Purpose - The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated. Design/methodology/approach - The authors apply a conceptual approach to develop and propose a framework for deepening the understanding of the context of market-related experiences. The authors integrate two growing streams of research - consumer culture theory and service-dominant logic - that focus on phenomenological and experiential views on value and extend the context of experience with a culturally rich, service-ecosystems view of markets. Findings - The authors broaden the context of experience by applying a service-ecosystems perspective and identify four social and cultural factors that influence experience from this extended context - sign systems and service ecosystems; multiplicity of structure and institutions; value-in-cultural-context; and co-construction of context. Based on this, the authors point toward directions for future research. Research limitations/implications - The proposed framework points researchers and managers toward an extended context that is reproduced through the co-creation of value and influences evaluations of experience. Empirical research is needed to provide evidence of the proposed framework and further extend the understanding of dynamic social and cultural contexts. Practical implications - The findings of this study provide a broader scope of context and identify additional social and cultural factors for managers to consider in their efforts to enhance customer experiences. Originality/value - Traditional views of markets limit the context of experience to firm-customer encounters or consumer-centric practices and processes. This paper extends the context of experience to consider the practices and perspectives of multiple actors and various views on value.
    Journal of Service Management 04/2015; 26(2):206-223. DOI:10.1108/JOSM-10-2014-0270 · 1.86 Impact Factor
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    • "Holbrook (2006) describes the two main factors of altruistic value as ethical concerns regarding consumption practices and feelings of some sort of spirituality. Value experiences may also be imaginary speculation about service interactions (Helkkula et al., 2012). "
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    ABSTRACT: Purpose – This research explores value formation in the customer-bank relationship outside the line of visibility of service encounters. The customer's own context has been overlooked by the bank marketing literature as it is traditionally focused on value created by the service process and outcome. Design/methodology/approach – Positioned within the customer dominant logic, a netnography was conducted to explore how bank relationships are realised in customers' own contexts and experiences. A total of 579 postings from discussions of retail banking in 18 online communities were collected and analysed. Findings – The study uncovered four factors of invisible bank service value experienced by customers: shared moral value, responsibility value, relationship value, and heritage value. Research limitations/implications – The study conceptualises bank service value as realised in the customers' own domain and thus highlights previously hidden sources of value in banking. The findings can be used for further conceptualisations of the customer dominant value formation of bank services. Practical implications – The netnographic method illustrates how naturalistic data about customers' retail bank experiences can be retrieved unobtrusively. The findings help bank management to understand what comprises customer value beyond the service encounter. Originality/value – The paper contributes to the research in service marketing and bank marketing in three ways: First, a methodological contribution is the introduction of a netnographic approach to bank service value research. Second, a theoretical contribution is the uncovering of invisible value formation in the customer-bank relationship. Third, the paper uses the customer dominant logic in a banking context, thus providing insights into how banks are involved in the customer's own life.
    International Journal of Bank Marketing 09/2014; 32(6). DOI:10.1108/IJBM-03-2014-0041
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    • "Only in four of the said articles either or both these terms are discussed extensively (i.e. Helkkula et al., 2012; Hilton et al., 2012; Löbler, 2011; Möller, 2013). This article responds to the need for more explicit attention the process of theorizing or about the resource integration and the S-D logic and the ontology and/or epistemology. "
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