Abstract
The aim of this chapter is to explore a new conceptualization of the impact of digital technology on service experiences and relationships, based on both empirical observations and existing theories. We start by illustrating relevant examples and practices (retailing, tourism, education, financial services, restaurants …) in what we consider “digitally augmented services”; services where digital technologies augment the potential for value creation and co-creation (value in use) in mixed realities. We discuss these practices using theories developed in both marketing and communication studies, considering that the locus of innovation is in new forms of interaction possible through technology. The last part of this work discusses the managerial implications of the new conceptual framework.
When I saw the connection between a televisionlike screen, an information processor, and a medium for representing symbols to a person, it all tumbled together. I went home and sketched a system in which computers would draw symbols on the screen and I could steer through different information spaces with knobs and levers and look at words and data and graphics in different ways. I imagined ways you could expand it to a theaterlike environment where you could sit with colleagues and exchange information on many levels simultaneously… Think of how that would let you cut loose in solving problems
(Doug Engelbart, December 1950, quoted in Rheingold 1991, p. 74)
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Mandelli, A., La Rocca, A. (2014). From Service Experiences to Augmented Service Journeys: Digital Technology and Networks in Consumer Services. In: Baglieri, E., Karmarkar, U. (eds) Managing Consumer Services. Springer, Cham. https://doi.org/10.1007/978-3-319-04289-3_9
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DOI: https://doi.org/10.1007/978-3-319-04289-3_9
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