The context of experience. Issue 2 (20th April 2015)

• Record Type: Journal Article
• Authors: Elina Jaakkola, Anu Helkkula and Dr Leena Aarikka-Stenroos, Dr; Akaka, Melissa Archpru; Vargo, Stephen L.; Schau, Hope Jensen
• Is Part Of: Journal of service management. Volume 26:Issue 2(2015)
• Page Start: 206
• Page End: 223
• Publication Date: 2015-04-20
• Subjects: Service industries -- Management -- Periodicals; 658.005
• DOI: 10.1108/JOSM-10-2014-0270
• Languages: English
• ISSNs: 1757-5818

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Research limitations/implications</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Practical implications</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – 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.</p> </sec> </abstract>