Title: Understanding customers' service experience: review and research propositions

Authors: Arif K. Khan, Bhimaraya A. Metri

Addresses: Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon – 122 001, India. ' Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon – 122 001, India

Abstract: In the changing business environment, customers| service experience has become a new dominant logic that drives the service businesses, and inspires service providers to design, offer, evaluate and measure memorable service experience. Offering products or services alone is no longer enough, organisations must provide their customers with satisfactory service experiences, by orchestrating all the clues that customers detect in the service consumption and engage customers to sense, feel, think, act and relate to organisations service package and brand. This paper presents in-depth review of literature on offering service as experience. It focuses on service contexts, research focus, constructs and realms of service experience explored, main research issues raised. This study proposes a set of propositions that relates service encounter, employees| service behaviour, servicescapes, service delivery and customer service experience.

Keywords: service encounters; servicescapes; service delivery; service quality; perceived control; other customers; customer service experience; employee behaviour; service behaviour.

DOI: 10.1504/IJBE.2011.039384

International Journal of Business Environment, 2011 Vol.4 No.1, pp.45 - 62

Published online: 01 Apr 2011 *

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