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Value creation or value destruction: Conceptualizing the experiential nature of value‐in‐use

Value creation or value destruction: Conceptualizing the experiential nature of value‐in‐use The studies to date on service research have provided a generic overview on customer's positive value‐in‐use (value creation) as well as negative value‐in‐use (value destruction). Surprisingly, very little attention is made to exploring the experiential nature of value‐in‐use. This study aims to conceptualize the experiential nature of value‐in‐use where positive value‐in‐use results in value destruction in some situations (and value creation commonly), and negative value‐in‐use results in value creation in some situations (and value destruction normally). By integrating value‐in‐experience and value‐in‐context, the study proposed experience‐dominant logic (EDL) as an important paradigm for value creation in the customer journey. The EDL is backed by the four foundational premises for which the insights are taken from literature as well as through in‐depth interviews with customers and managers of the E‐beauty services. The research also provides a framework for future research avenues as well as various future research directions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Behaviour Wiley

Value creation or value destruction: Conceptualizing the experiential nature of value‐in‐use

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Publisher
Wiley
Copyright
© 2022 John Wiley & Sons, Ltd.
ISSN
1472-0817
eISSN
1479-1838
DOI
10.1002/cb.2033
Publisher site
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Abstract

The studies to date on service research have provided a generic overview on customer's positive value‐in‐use (value creation) as well as negative value‐in‐use (value destruction). Surprisingly, very little attention is made to exploring the experiential nature of value‐in‐use. This study aims to conceptualize the experiential nature of value‐in‐use where positive value‐in‐use results in value destruction in some situations (and value creation commonly), and negative value‐in‐use results in value creation in some situations (and value destruction normally). By integrating value‐in‐experience and value‐in‐context, the study proposed experience‐dominant logic (EDL) as an important paradigm for value creation in the customer journey. The EDL is backed by the four foundational premises for which the insights are taken from literature as well as through in‐depth interviews with customers and managers of the E‐beauty services. The research also provides a framework for future research avenues as well as various future research directions.

Journal

Journal of Consumer Behaviour – Wiley

Published: May 1, 2022

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