Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic”

Chapter
Part of the International Series in Advanced Management Studies book series (ISAMS)

Abstract

The work aims to show how experience logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches, which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We use a conceptual approach: We want to propose a new vision of marketing, starting from the traditional goods logic inspired concept of marketing, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go toward a new common vision: the marketing driven by the logic of the customer experience or “experience logic.” Moving from the traditional marketing logic to an “experience marketing logic,” we discuss six managerial processes for marketing managers in order to understand and improve customer experience: developing the experience concept; building the experience setting; communicating the experience; organizing and motivating employees; delivering or staging the experience; monitoring the perceived quality.

References

  1. Achrol RS, Kotler P (2012) Frontiers of the marketing paradigm in the third millennium. J Acad Mark Sci 40(1):35–52CrossRefGoogle Scholar
  2. Addis M (2007) Ad uso e consumo. Il marketing esperienziale per il manager. Pearson Prentice Hall, MilanoGoogle Scholar
  3. Alves H, Fernandes C, Raposo M (2016) Value co-creation: concept and contexts of application and study. J Bus Res 69(5):1626–1633CrossRefGoogle Scholar
  4. Andersoon DE, Andersoon A (2013) The economic value of experience good. In: Sundbo J, Sorensen F (2013) Handbook on the experience economy. Edward Elgar, Cheltenham, pp 84–96Google Scholar
  5. Berry LL, Carbone LP, Haeckel SH (2002) Managing the total customer experience. MIT Sloan Manag Rev 43(3)Google Scholar
  6. Bille T (2010) The Nordic approach to the experience economy-does it make sense? Creative encounters working paper 44Google Scholar
  7. Bitner MJ, Ostrom AL, Morgan FN (2008) Service blueprinting: a practical technique for service innovation. Calif Manag Rev 50(3):66–94CrossRefGoogle Scholar
  8. Boswijk A, Thijssen T, Peelen E (2012) Economy of experiences. Centre of Economy of Experience, AmsterdamGoogle Scholar
  9. Bruckner P (2000) L’euphorie perpétuelle: essai sur le devoir de bonheur. Grasset, ParisGoogle Scholar
  10. Carù A, Cova B (2003) Revisiting consumption experience: a more humble but complete view of the concept. Mark Theory 3(2):267–286CrossRefGoogle Scholar
  11. Carù A, Cova B (2007) Consuming experience. Routledge, LondonGoogle Scholar
  12. Cavallone M (2017) Marketing and customer loyalty: the extra step approach. Springer, ChamCrossRefGoogle Scholar
  13. Chandler JD, Chen S (2015) Prosumer motivations in service experiences. J Serv Theory Pract 25(2):220–239CrossRefGoogle Scholar
  14. Chandler JD, Lush RF (2015) Service systems: a broadened framework and research agenda on value propositions, engagement, and service experience. J Serv Res 18(1):6–22CrossRefGoogle Scholar
  15. Cioppi M, Curina I, Forlani F, Pencarelli T (2016) La visibilità on-line delle imprese alberghiere: un possibile modello di misurazione. Piccola Impresa/Small Business 1:78–98Google Scholar
  16. Cova B, Dalli D (2009) Working consumers: the next step to marketing theory? Mark Theory 9(3):315–339CrossRefGoogle Scholar
  17. Cova B, Dalli D, Zwick D (2011) Critical perspectives on consumers’ role as ‘producers’: broadening the debate on value co-creation in marketing processes. Mark Theory 11(3):231–241CrossRefGoogle Scholar
  18. Fabris G (2010) La società post-crescita. Consumi e stili di vita. Egea, MilanoGoogle Scholar
  19. Ferraresi M, Schmitt BH (2006) Marketing esperienziale. Franco Angeli, MilanoGoogle Scholar
  20. Ferrari S (2006) Modelli gestionali per il turismo come esperienza. Emozioni e polisensorialità nel marketing delle imprese turistiche, Cedam, PadovaGoogle Scholar
  21. Florida R (2002) The rise of the creative class. Basic Books, New YorkGoogle Scholar
  22. Forlani F (2018) Il marketing delle imprese e dei sistemi turistici. Una prospettiva esperienziale, Aracne, RomaGoogle Scholar
  23. Fortezza F, Pencarelli T (2011) Experience marketing: specific features and trends. The wish days case study. J Mark Trends 1:57–69Google Scholar
  24. Gentile C, Spiller N, Noci G (2007) How to sustain the customer experience: an overview of experience components that co-create value with the customer. Eur Manag J 25(5):395–410CrossRefGoogle Scholar
  25. Greer CR, Lusch RF, Vargo SL (2016) A service perspective: key managerial insights from service-dominat (S-D) logic. Organ Dyn 1(45):28–38CrossRefGoogle Scholar
  26. Grönroos C (2011) Value co-creation in service logic: a critical analysis. Mark Theory 11(3):279–301CrossRefGoogle Scholar
  27. Grönroos C, Gummerus J (2014) The service revolution and its marketing implications: service logic vs service-dominant logic. Manag Serv Qual 24(3):206–229CrossRefGoogle Scholar
  28. Grönroos C, Strandvik T (2008) The interaction concept and its implications for value creation and marketing in service business. In: Anttila M, Rajala A (eds) Fishing with business nets—keeping thoughts on the horizon. Professor Kristian Möller, Helsinki School of Economics, Helsinki, pp 51–64Google Scholar
  29. Gummesson E (1999) Total relationship marketing: experimenting with a synthesis of research frontiers. Australas Mark J 7(1):72–85CrossRefGoogle Scholar
  30. Gummesson E (2008) Extending the service-dominant logic: from customer centricity to balanced centrity. J Acad Mark 36:15–17CrossRefGoogle Scholar
  31. Heinonen K, Standvik T, Mickelsson KJ, Edvardsson B, Sundstom E (2010) A customer-dominant logic of service. J Serv Manag 21(4):531–548CrossRefGoogle Scholar
  32. Holbrook MB (1994) The nature of customer value: an axiology of services in the consumption context. In: service quality: new directions. In: Rust R, Oliver R (eds) Theory and practice. Sage Publications, Thousand Oaks, pp 21–71Google Scholar
  33. Holbrook MB, Hirschman EC (1982) The experiential aspects of consumption: consumer fantasies, feelings, and fun. J Consum Res 9(2):132–140CrossRefGoogle Scholar
  34. Kivela J, Crotts J (2006) Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination. J Hospitality Tourism Res 30(3):354–377CrossRefGoogle Scholar
  35. Kotler P, Keller KL, Ancarani F, Costabile M (2012) Marketing management. Pearson Italia, MilanoGoogle Scholar
  36. Kranzbühler AM, Kleijnen MH, Morgan RE, Teerling M (2017) The multilevel nature of customer experience research: an integrative review and research agenda. Int J Manag Rev 1–22Google Scholar
  37. La Salle D, Britton TA (2003) Priceless: turning ordinary products into extraordinary experiences. Harvard Business School Press, BostonGoogle Scholar
  38. Lemon KN, Verhoef PC (2016) Understanding customer experience throughout the customer journey. J Mark 80(6):69–96CrossRefGoogle Scholar
  39. Lush RF, Nambisan S (2015) Service innovation: a service-dominant logic perspective. MIS Q 39(1):155–175CrossRefGoogle Scholar
  40. Mattiacci A, Pastore A (2014) Marketing. Il management orientato al mercato. Hoepli, MilanoGoogle Scholar
  41. McColl-Kennedy JR, Gustafsson A, Jaakkola E, Klaus P, Radnor ZJ, Perks H, Friman M (2015) Fresh perspectives on customer experience. J Serv Mark 29(6/7):430–435CrossRefGoogle Scholar
  42. Morgan M, Elbe J, Curiel J (2009) Has the experience economy arrived? The views of destination managers in three visitor-dependet areas. Int J Tourism Res 11(2):201–216CrossRefGoogle Scholar
  43. Negri F, Vigolo V, Bonfanti A (2016) Managing responses to on line reviews: an opportunity for value co-creation? Mercati e Competitività 1:103–122CrossRefGoogle Scholar
  44. Nilsen BT, Dale BT (2013) Defining and categorizing experiences industries. In: Sundbo J, Sorensen F (eds) Handbook on the experience economy. Edward Elgar, Cheltenham, pp 65–83Google Scholar
  45. Normann R, Ramirez R (1993) Designing interactive strategy. Harvard Bus Rev 71(4):65–77Google Scholar
  46. Ordanini A, Pasini P (2008) Service co-production and value co-creation: the case for a service architecture (SOA). Eur Manag J 26(5):289–297CrossRefGoogle Scholar
  47. Palmer A (2010) Customer experience management: a critical review of an emerging idea. J Serv Mark 24(3):196–208CrossRefGoogle Scholar
  48. Pencarelli T (2013) Processi di service management. In: Baglieri D, Dagnino GB, Faraci R (eds) Management dell’impresa. Isedi, Torino, pp 321–334Google Scholar
  49. Pencarelli T, Forlani F (2002) Il marketing dei distretti turistici-sistemi vitali nell’economia delle esperienze. Sinergie Ital J Manag 58:231–277Google Scholar
  50. Pencarelli T, Splendiani S, Cini D (2013) Quality and value in university services: the experience of the placement service at the University of Urbino “Carlo Bo”. Int J Qual Serv Sci 5(2):140–154Google Scholar
  51. Pencarelli T, Forlani F, Dini M (2015) Il marketing dei prodotti tipici locali nella prospettiva esperienziale. Il caso del tartufo. Economia agro-alimentare 2:11–32Google Scholar
  52. Pencarelli T, Conti E, Splendiani S (2017) The experiential offering system of museums: evidence from Italy. J Cult Heritage Manag Sustain Develop 7(4):430–448CrossRefGoogle Scholar
  53. Pine BJ, Gilmore JH (1999) The experience economy: work is theatre & every business a stage. Harvard Business Press, BostonGoogle Scholar
  54. Pine BJ, Gilmore JH (2013) The experience economy, past, present and future. In: Sundbo J, Sorensen F (eds) Handbook on the experience economy. Edward Elgar, Cheltenham, pp 21–44Google Scholar
  55. Pine BJ, Gilmore JH (2016) Integrating experiences into your business model: five approaches. Strategy Leadersh 44(1):3–10CrossRefGoogle Scholar
  56. Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Interact Mark 18(3):5–14CrossRefGoogle Scholar
  57. Quan S, Wang N (2004) Towards a structural model of the tourist experience: an illustration from food experiences in tourism. Tour Manag 25(3):297–305CrossRefGoogle Scholar
  58. Raddats C, Kowalkowski C (2014) A reconceptualization of manufacturers’ service strategies. J Bus to Bus Mark 21(1):19–34CrossRefGoogle Scholar
  59. Resciniti R (2004) Il marketing orientato all’esperienza: l’intrattenimento nella relazione con il consumatore. ESI, NapoliGoogle Scholar
  60. Richins ML (1994) Valuing things: the public and private meanings of possessions. J Consum Res 21(3):504–521CrossRefGoogle Scholar
  61. Rifkin J (2000) The age of access: the new culture of hypercapitalism. Where All of life is a paid-for experience. Tarcher, New YorkGoogle Scholar
  62. Rifkin J (2014) The zero marginal cost society: the internet of things, the collaborative commons, and the eclipse of capitalism. Palgrave Macmillan, New YorkGoogle Scholar
  63. Rihova I, Buhalis D, Moital M, Gouthro MB (2014) Social constructions of value: marketing considerations for the context of event and festival visitation. In: Moufakkir O, Pernecky T (eds) Ideological, social and cultural aspects of events. Cabi, Wallingford, pp 74–85Google Scholar
  64. Same S, Larimo J (2012) Marketing theory: experience marketing and experiential marketing. In: 7th international scientific conference business and management 2012, Vilnius, 10–11 May, pp 480–487Google Scholar
  65. Savelli E (2013) Entertainment e centri commerciali: nuove opportunità di differenziazione experience based. Franco Angeli, MilanoGoogle Scholar
  66. Schmitt BH (1999) Experiential marketing: how to get customers to sense, feel, think, act, relate. The Free Press, New YorkGoogle Scholar
  67. Schmitt BH (2003) Customer experience management: a revolutionary approach to connecting with your customers. Wiley, HobokenGoogle Scholar
  68. Shostack GL (1984) Designing services that deliver. Harvard Bus Rev 62(1):133–139Google Scholar
  69. Sørensen F, Jensen JF (2015) Value creation and knowledge development in tourism experience encounters. Tour Manag 46:336–346CrossRefGoogle Scholar
  70. Stampacchia P, Colurcio M, Coppola M (2016) Integrated value-in-use: looking for a new strategic orientation. Sinergie Ital J Manag 34(101):159–175Google Scholar
  71. Sundbo J, Sorensen F (2013) Introduction to the experience economy. In: Sundbo J, Sorensen F (eds) Handbook on the experience economy. Edward Elgar, Cheltenham, pp 1–20Google Scholar
  72. Tao SP (2014) Experential marketing and marketing experience: an empirical study of the influence of summer boot camp on military propensity. Mil Psychol 26(5–6):422–433CrossRefGoogle Scholar
  73. Tapscott D, Williams AD (2006) Wikinomics: How mass collaboration changes everything. PortfolioGoogle Scholar
  74. Tsai S (2005) Integrated marketing as management of holistic consumer experience. Bus Horiz 48(5):431–441CrossRefGoogle Scholar
  75. Turnbull J (2009) Customer value-in-experience, theoretical foundation and research agenda. In: Proceeding of the Australian and New Zealand Marketing Academy conference, Macquarie University, Melbourne, 1–2 December. Available at http://hdl.handle.net/1959.14/174296
  76. Tuten TL, Solomon MR (2014) Social media marketing. Sage, Thousand OaksGoogle Scholar
  77. Valdani E (2009) Cliente & service management. Egea, MilanoGoogle Scholar
  78. Vandermerwe S, Rada J (1988) Servitization of business: adding value by adding services. Eur Manag J 6(4):314–324CrossRefGoogle Scholar
  79. Vargo SL, Akaka MA (2009) Service-dominant logic as a foundation for service science: clarifications. Serv Sci 1(1):32–41CrossRefGoogle Scholar
  80. Vargo SL, Lush RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17CrossRefGoogle Scholar
  81. Vargo SL, Lush RF (2008) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36(1):1–10CrossRefGoogle Scholar
  82. Verbauskiene L, Griesiene I (2014) Conceptualization of experience marketing in the sector of hospitality services. Transformations Bus Econ 13(2):818–832Google Scholar
  83. Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85(1):31–41CrossRefGoogle Scholar
  84. Walls AR, Okumus F, Wang YR, Kwun DJW (2011) An epistemological view of consumer experiences. Int J Hospitality Manag 30(1):10–21CrossRefGoogle Scholar
  85. Wieland H, Polese F, Vargo S, Lusch R (2012) Toward a service (eco)systems perspective on value creation. Int J Serv Sci Manag Eng Technol 3(3):12–25Google Scholar
  86. Wijaya S, King B, Nguyen TH, Morrison A (2013) International visitor dining experiences: a conceptual framework. J Hospitality Tourism Manag 20:34–42CrossRefGoogle Scholar
  87. Zomerdijk LG, Voss CA (2010) Service design for experience-centric services. J Serv Res 13(1):67–82CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Economics, Society, PoliticsUniversity of Urbino “Carlo Bo”UrbinoItaly
  2. 2.Department of EconomicsUniversity of PerugiaPerugiaItaly

Personalised recommendations