Introduction to Service Experience and Co-creation

Abstract

The importance of creating superior service experience with the ultimate aim of customer satisfaction and loyalty has received researchers and practitioners’ attention (Klaus and Maklan 2012). Moreover, service dominant logic underscores the importance of customer experience because of the experiential nature of value (Vargo and Lusch 2008). It is widely accepted that service experience is the result of interaction between the customer and service provider that occurs during the moments of truth. Pine and Gilmore (1999) describe service experience by using two metrics i.e. customer participation and the level of social interaction. Schmitt (1999) further describe service experience as consisting of five dimensions: sense, feel, think, relate, and act. Meyer and Schwager (2007: 118) define service experience as “the internal and subjective response customers have to any direct or indirect contact with a company.”