Nr 213 - Service Experience in an Innovation Context
Anu Helkkula
© Hanken School of Economics & Anu Helkkula
The focus of the thesis is an individual’s experience of service, in this thesis put forward as service experience. The literature review took many years and revealed interesting gaps in the existing research. The gaps will be discussed in the chapter “Service experience as a research area”. Based on the gaps in research, the theoretical purpose of the thesis is to characterise service experience based on the phenomenological approach and thus contribute to S-D logic. In this paper the term ‘characterise’ means to describe, elaborate, and illustrate. As the existing methodology in service marketing and management does not depict the phenomenological approach, an additional methodological purpose was formulated: To find a suitable methodology for analysing service experience based on the phenomenological approach.
The thesis focuses on customers’ and service managers’ service experience that they experience individually and socially in their lifeworld. In the thesis, customer experience of service is presented as customer service experience. Service managers’ experience of service they innovate and develop is presented as managerial service experience. The thesis analyses front-line managers, who have a close workingrelationship with their customers and thus are able to interpret front-line customer experience (Bitrain and Pedrosa, 1998).
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