Slides of the short lecture on interactive value formation and customer experience.

1. Interactive value formation
and customer experience

2. Linking customer experience
to the service logic
Revisiting the value concept

3. Non-interactive value formation
• Value is:
- Embedded in offerings that
companies produce
- Objectively measureable
- The price that the customer
pays
(Bagozi, 1975; Hunt, 1976; Kotler, 1972)
Interactive value formation
• Value is:
- Co-created
- “An interactive relativistic
preference experience”
- Subjectively evaluated in the
social context
(Edvardsson et al., 2011; Holbrook, 2006,
p. 212)

4. Two definitions of value
“idiosyncratic, experiential, contextual,
and meaning laden”
Vargo and Lusch (2008, p. 7)
“interactive, relativistic, preference experience”
Holbrook (2006b, p. 212)

5. Customer experience
and the service logic
Definitions and relationships

6. Service experience: the customer’s view of the service
Johns (1999)
“subjective consciousness of consumers
as they interact with goods and services”
Oliver and Westbrook (1993, p. 12)
“the internal and subjective response
customers have to any direct or
indirect contact with a company”
Meyer and Schwager (2007, p. 118)
“private events that occur in
response to some stimulation”
“inherently personal” Schmitt (1999b, p. 60)
Pine and Gilmore (1998, p. 98)

7. Customer experience
• Originates in Hirschman and Holbrook (1982)
• Customers not only rational decision makers,
but also engage with offerings emotionally and
give subjective meaning to them
• Emerge directly, indirectly and virtually,
always from interaction between an object
or an environment and an individual

8. Customer experience
Extraodinary experience
Ordinary experience
Consumer experience
Customer experience
management
Consumption experience
Adapted from Carù and Cova (2003)

9. Value: a cognitive assessment
of the customer experience
or
Customer experience: outcome
of the value formation process

10. Interactive value formation
and customer experience

11. Jörg Pareigis
@joergelp
jorg.pareigis@kau.se
This work is licensed under a Creative
Commons Attribution 4.0 International
License.