THE NORDIC SCHOOL - SERVICE MARKETING AND MANAGEMENT FOR THE FUTURE

Johanna Katariina Gummerus · Catharina von Koskull

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Service and Product Innovation Customer Service Quality and Loyalty AI in Service Interactions

Abstract

as a metaphor for the multiple experiences that customers have with apps. We suggest that customers have a number of experiences, which can be either intended or unintended by the app developers. Intended experiences refer to those app experiences that are in line with what the app developers expected the customers to have. The unintended experiences are in turn such experiences that the app developers did not expect the customers to have and that are often hidden to them. Therefore, as a metaphor, the Ripple Effect represents the intended and unintended experiences as ripples originating as customer experiences from individual service offerings: in this case, the smartphone app. Customers evaluate service offerings based on both intended and unintended experiences. The unintended experiences may be hidden to service providers and represent a rich source of innovation ideas.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2002Qualitative research & evaluation methods 2003Evolving to a New Dominant Logic for Marketing 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 2005Organizing and the Process of Sensemaking 1984A Service Quality Model and its Marketing Implications 2007The Sources of Innovation 2002Systematic combining: an abductive approach to case research

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