From Service Experiences to Augmented Service Journeys: Digital Technology and Networks in Consumer Services

  • Andreina MandelliEmail author
  • Antonella La Rocca


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.


Augmented Reality Digital Technology Service Innovation Service Experience Service Encounter 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  1. 1.Università della Svizzera italianaLuganoSwitzerland

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