Customer experience has become one of the greatest challenges for companies: this tendency is also present in services, where innovation is often a way to impact customer experiences. After a brief review of the literature on service innovation and on customer experience with regard to studies on the services, this paper focuses on the servicescape as a platform able to support activities and interactions with customers and analyses the role that innovative servicescapes can play on customer experience. Based on a three case vignettes analysis, the paper identifies three main findings. The first is related to the dynamic nature of service experience and consequently to the need for a continuous improvement of servicescapes by understanding the evolving customer needs. The second is linked to the “container” in which the service experience takes place – the servicescape – that is becoming “content” itself. The third concerns the role of technology, with respect both to service providers and service customers.

Innovating services through experiences: an investigation of servicescape’s pivotal role

CARU', ANTONELLA;COLM, LAURA INGRID MARIA;COVA, BERNARD
2016

Abstract

Customer experience has become one of the greatest challenges for companies: this tendency is also present in services, where innovation is often a way to impact customer experiences. After a brief review of the literature on service innovation and on customer experience with regard to studies on the services, this paper focuses on the servicescape as a platform able to support activities and interactions with customers and analyses the role that innovative servicescapes can play on customer experience. Based on a three case vignettes analysis, the paper identifies three main findings. The first is related to the dynamic nature of service experience and consequently to the need for a continuous improvement of servicescapes by understanding the evolving customer needs. The second is linked to the “container” in which the service experience takes place – the servicescape – that is becoming “content” itself. The third concerns the role of technology, with respect both to service providers and service customers.
2016
9784431549215
9784431549222 (e-ISBN)
Toivonen, Marja
Service innovation: novel ways of creating value in actor systems
Caru', Antonella; Colm, LAURA INGRID MARIA; Cova, Bernard
File in questo prodotto:
File Dimensione Formato  
Consent to publish_sent.tiff

non disponibili

Descrizione: Consent to publish
Tipologia: Allegato per valutazione Bocconi (Attachment for Bocconi evaluation)
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 39.44 kB
Formato TIFF
39.44 kB TIFF   Visualizza/Apri
Innovating Services through Experiences_Ott_04_2015_sent.pdf

non disponibili

Descrizione: Articolo -versione finale
Tipologia: Documento in Pre-print (Pre-print document)
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 296.6 kB
Formato Adobe PDF
296.6 kB Adobe PDF   Visualizza/Apri
Service innovation_capitolo.pdf

non disponibili

Descrizione: capitolo
Tipologia: Pdf editoriale (Publisher's layout)
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 2.14 MB
Formato Adobe PDF
2.14 MB Adobe PDF   Visualizza/Apri
Service innovation_indice.pdf

non disponibili

Descrizione: indice
Tipologia: Pdf editoriale (Publisher's layout)
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 434.7 kB
Formato Adobe PDF
434.7 kB Adobe PDF   Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3986634
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? 0
social impact