Processes and Scenarios

  • Izabella Parowicz


This chapter discusses how heritage conservation service can be designed and optimised from the organisational point of view. Particular attention is paid to customers’ involvement in the conservation service process. Subsequently, a service scenario, which expounds its elements and stages from the customer’s point of view, is presented. As an additional, particularly useful marketing instrument, a customer journey is discussed: a diagram depicting how the customer’s affective involvement in the service process evolves across time.


Heritage conservation Service encounter Service process Service scenario Customer journey Customer’s decision processes 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Izabella Parowicz
    • 1
  1. 1.Chair of Strategies for European Cultural HeritageEuropean University ViadrinaFrankfurt (Oder)Germany

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