Title: The transformation of value and evolution of customer experience: an exploration of the typologies, facets and significance

Authors: Anushree Tandon; Vibhuti Tripathi; Ashish Gupta

Addresses: School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Teliyarganj, Allahabad-211004, Uttar Pradesh, India ' School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Teliyarganj, Allahabad-211004, Uttar Pradesh, India ' School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Teliyarganj, Allahabad-211004, Uttar Pradesh, India

Abstract: The development of an assimilated global economy and advent of integrated communication technologies have played a defining role in re-moulding customers' perception of value. Value has evolved from being merely utility oriented to encompassing the entirety of customer's experience with products/services. This change has given organisations an opportunity to differentiate their offerings by creating exclusive and personalised experiences. This paper attempts to explore the transformation of value, consumption experiences and the components of their typologies. The study would help organisations to recognise the dimensions of experiential value which could be incorporated in their strategies to achieve competitive advantage.

Keywords: customer experience management; experiential value; hedonic value; utilitarian value; value co-creation; typology.

DOI: 10.1504/IJICBM.2014.062479

International Journal of Indian Culture and Business Management, 2014 Vol.8 No.4, pp.425 - 441

Received: 05 Nov 2012
Accepted: 04 Dec 2012
Published online: 24 Jul 2014 *

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