The DOI matches its Crossref record; 40 of the 40 references it cites were found in a registry or an index.
Cocreating Customer Value Through Hyperreality in the Prepurchase Service Experience
Abstract
This article develops a new model depicting how organizations can help customers test out and experience a service prior to purchase and consumption or use. When customers buy a new car, for instance, they are allowed to test-drive it to get the feel of it. When customers wish to purchase services, it can be more difficult to provide customers with a “test drive.” In some service situations, service organizations can and do provide “test drives,” but it is suggested that such experiences take place in a simulated setting. This article introduces the notion of hyperreality, the simulated reality of a service experience. It also introduces the concept of the “experience room,” the place where the simulated experience takes place. Based on the existing literature, the authors apply six dimensions of experience rooms to demonstrate how organizations can cocreate value, in conjunction with the customer, through hyperreality in a preservice experience.
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Cites
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The Social Construction of Reality
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The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun
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Servicescapes: The Impact of Physical Surroundings on Customers and Employees
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Hedonic Consumption: Emerging Concepts, Methods and Propositions
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Social Construction of Reality
(2020) · The SAGE International Encyclopedia of Mass Media and Society · doi:10.4135/9781483375519.n617 · Cited by 4,707
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Cited by
Service quality delivery through web sites: a critical review of extant knowledge
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002) · Journal of the Academy of Marketing Science · doi:10.1177/009207002236911 · Cited by 2,729
Customer experience: fundamental premises and implications for research
Becker, L., & Jaakkola, E. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00718-x · Cited by 944
Co-creating brands: Diagnosing and designing the relationship experience
Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009) · Journal of Business Research · doi:10.1016/j.jbusres.2008.05.013 · Cited by 697
The Internet-of-Things: Review and research directions
Ng, I. C. L., & Wakenshaw, S. Y. L. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.11.003 · Cited by 621
An expanded servicescape perspective
Rosenbaum, M. S., & Massiah, C. (2011) · Journal of Service Management · doi:10.1108/09564231111155088 · Cited by 601
Metadata
- Authors
- Edvardsson, B., Enquist, B., & Johnston, R.
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2005-11
- Volume
- 8
- Issue
- 2
- Pages
- 149-161
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W2156454260
- Cited by
- 309
- References
- 40
- FWCI
- 27.98
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
