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Calling for a Multisensory Perspective on Customer Service Co-creation

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Perspektiven des Dienstleistungsmanagements

Abstract

Designing and orchestrating sensory cues is critical to service co-creation, since sensory stimulation has been acknowledged to be central to the customers’ evaluation of service quality and their service experience. Moreover, sensory perception is an essential element of customers’ contribution to service co-creation. The predominant angle from which sensory perception in the literature has been addressed is stimulus centric. That is, research has been focusing on the effects of individual and combined cues on customers’ purchase decisions as well as mental and emotional reactions to specific cues. As a result, existing studies focus only on one sense or on a selection of senses. Thus, a true multisensory perspective is not reflected in research. Shedding light on service co-creation from an actor-centric perspective, the purpose of this article is to understand how multisensory design, i.e., simultaneously considering all five senses, impacts service co-creation.

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  1. Douglas-Stiftungslehrstuhl für Dienstleistungsmanagement, FernUniversität in Hagen, Hagen, Germany

    Sabine Fliess, Stefan Dyck & Maarten Volkers

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    Stefan Roth

  2. Norwegian School of Sport Sciences, Oslo, Norway

    Chris Horbel

  3. Universität des Saarlandes, Saarbrücken, Germany

    Bastian Popp

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Fliess, S., Dyck, S., Volkers, M. (2020). Calling for a Multisensory Perspective on Customer Service Co-creation. In: Roth, S., Horbel, C., Popp, B. (eds) Perspektiven des Dienstleistungsmanagements . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28672-9_6

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