Service encounters,experiences and the customer journey: Defining the field and a call to expand our lens |
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Institution: | 1. Michigan State University, Eli Broad College of Business, East Lansing, MI 48824, United States;2. Northeastern University, D''Amore-McKim School of Business, Boston, MA 02115, United States;3. HEC Montreal, Montréal, (Québec) H3T 2A7, Canada;4. Utah State University, John M. Huntsman School of Business, Logan, UT 84322, United States;5. CTF, Service Research Center, Karlstad Business School, Karlstad University, SE-651 88 Karlstad, Sweden;6. Catholic University of Portugal (Porto), Rua Diogo Botelho, 1327, Portugal;7. Michigan State University, Eli Broad College of Business, East Lansing, MI 48824, United States |
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Abstract: | Service researchers have emphasized the importance of studying the service experience, which encompasses multiple service encounters. Although the reflection on a series of service encounters has increased, the scope of research in this space remains narrow. Service research has traditionally concentrated on understanding, measuring and optimizing the core service delivery. While this focused lens has generated extraordinary knowledge and moved service research and practice forward, it has also resulted in a narrowly focused research field. The authors present a framework to guide comprehensive service experience research. Broadly, they define (1) pre-core service encounter, (2) core service encounter, and (3) post-core service encounter as distinct periods within a service experience. Further, they review the literature and put forward important research questions to be addressed within and across these periods. Finally, they argue that researchers need to consider simultaneously all periods of the service experience to make valuable contributions to the literature. |
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