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Exploring internal mechanisms forming customer servicescape experiences
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.ORCID iD: 0000-0002-2711-7626
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.ORCID iD: 0000-0003-2705-0836
2012 (English)In: Journal of Service Management, ISSN 1757-5818, Vol. 23, no 5, p. 677-695Article in journal (Refereed) Published
Abstract [en]

Purpose - The aim of this paper is to explore customer interactions with servicescapes and to explain in more depth the internal mechanisms that form the customer service experience. Design/methodology/approach - The paper draws on an empirical study of customers using Swedish public transport systems. Data collection is based on a micro-ethnographic approach, using think-aloud protocols and video documentation. Findings - The results from the empirical study contribute with a framework of three constellations of activities and interactions: namely, identifying, sense-making, and using, which, depending on the empirical context, form two main customer process practices – navigating and ticketing. These constructs are theoretical and have implications for service research in the sense that they explain how customer experiences are formed. Practical implications - Managers should focus on making the servicescape design intuitive, meaningful and easy to use for their customers and, depending on the empirical context, support the customer processes of finding one’s way and ticketing. Limitations/Future research - While the conceptual framework is arguably applicable also to other servicescape processes and thus has the capacity to explain how a wide range of customer experiences are formed, the study is based on one industry. Consequently, it would be worthwhile to verify our framework in different service settings. Originality/value - The study is novel by applying a micro-ethnological research approach in order to provide a systematic empirical analysis of how constellations of activities and interactions in servicescape processes create customer responses and thus form the customer’s service experience.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2012. Vol. 23, no 5, p. 677-695
Keyword [en]
Service experience, servicescape, value co-creation, public transport, microethnography
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-14434DOI: 10.1108/09564231211269838ISI: 000310046800004OAI: oai:DiVA.org:kau-14434DiVA: diva2:542525
Available from: 2012-08-01 Created: 2012-08-01 Last updated: 2017-10-02Bibliographically 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. p. 68
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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