Customer experiences emerge from value co-creation processes of companies, customers and the actors of the value eco-system. Customers live experiences as personal events and co- create them according to their level of interest and participation (Pencarelli and Forlani, 2018; Campos et al., 2018; Galvagno and Dalli, 2014; Vargo and Lusch, 2004; Pine and Gilmore, 1999) while companies can provide the platform for the desired customer experiences to emerge (Lemon and Verhoef, 2016; Schmitt, 2003, 1999). In order to create positive customer experience many elements are necessary: goods, services, and experiential components. The experience factor is increasingly important for the creation of the customer experience (Pencarelli and Forlani, 2018b; Pencarelli et. al. 2017). Hence, companies should consider in their offerings the impact of goods, services and mainly experiential features on the value creation for customers and the company itself. This aspect has not yet been assigned the appropriate attention in the literature on experiential marketing (Forlani et al., 2018). This paper is aimed at exploring the impact of services and experiential components on the global customer experience. To this scope, a preliminary study based on data collected for a research on tourism of Urbino (Conti et al. 2016), a Unesco Italian site, was conducted. The findings of this research suggest that positive aspects of customer experience are especially connected to the experiential components while the most perceived negative aspects of the customer experience are connected to bad evaluation of services. In short, the experiential elements of the offer of an art city amplify the perceived value of customer experience of visitors, while services play a very basic role. From this explorative study, some preliminary theoretical and managerial implications ad directions for future research emerge.

The Impact of Services and the Experiential Components on the Global Customer Experience: Preliminary Results from an Italian Art City

Emanuela Conti
;
Fabio Forlani;Tonino Pencarelli
2018-01-01

Abstract

Customer experiences emerge from value co-creation processes of companies, customers and the actors of the value eco-system. Customers live experiences as personal events and co- create them according to their level of interest and participation (Pencarelli and Forlani, 2018; Campos et al., 2018; Galvagno and Dalli, 2014; Vargo and Lusch, 2004; Pine and Gilmore, 1999) while companies can provide the platform for the desired customer experiences to emerge (Lemon and Verhoef, 2016; Schmitt, 2003, 1999). In order to create positive customer experience many elements are necessary: goods, services, and experiential components. The experience factor is increasingly important for the creation of the customer experience (Pencarelli and Forlani, 2018b; Pencarelli et. al. 2017). Hence, companies should consider in their offerings the impact of goods, services and mainly experiential features on the value creation for customers and the company itself. This aspect has not yet been assigned the appropriate attention in the literature on experiential marketing (Forlani et al., 2018). This paper is aimed at exploring the impact of services and experiential components on the global customer experience. To this scope, a preliminary study based on data collected for a research on tourism of Urbino (Conti et al. 2016), a Unesco Italian site, was conducted. The findings of this research suggest that positive aspects of customer experience are especially connected to the experiential components while the most perceived negative aspects of the customer experience are connected to bad evaluation of services. In short, the experiential elements of the offer of an art city amplify the perceived value of customer experience of visitors, while services play a very basic role. From this explorative study, some preliminary theoretical and managerial implications ad directions for future research emerge.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2664080
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