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Innovating Services Through Experiences: An Investigation of Servicescape’s Pivotal Role

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Service Innovation

Part of the book series: Translational Systems Sciences ((TSS,volume 6))

Abstract

Customer experience has become one of the greatest challenges for companies: this tendency is also present in services, where innovation is often a way to impact customer experiences. After a brief review of the literature on service innovation and on customer experience with regard to studies on the services, this chapter focuses on the servicescape as a platform able to support activities and interactions with customers and analyzes the role that innovative servicescapes can play on customer experience. Based on a three case vignettes analysis, the chapter identifies three main findings. The first is related to the dynamic nature of service experience and consequently to the need for a continuous improvement of servicescapes by understanding the evolving customer needs. The second is linked to the “container” in which the service experience takes place – the servicescape – that is becoming “content” itself. The third concerns the role of technology, with respect both to service providers and service customers.

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Authors and Affiliations

  1. Marketing Department, Bocconi University, Milan, Italy

    Antonella Carù

  2. Marketing Department, Universität Stuttgart, Stuttgart, Germany

    Laura Colm

  3. Marketing Department, Kedge Business School, Marseille, France

    Bernard Cova

Authors
  1. Antonella Carù
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  2. Laura Colm
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  3. Bernard Cova
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Correspondence to Antonella Carù .

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Editors and Affiliations

  1. VTT Technical Research Centre of Fi, Helsinki, Finland

    Marja Toivonen

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Carù, A., Colm, L., Cova, B. (2016). Innovating Services Through Experiences: An Investigation of Servicescape’s Pivotal Role. In: Toivonen, M. (eds) Service Innovation. Translational Systems Sciences, vol 6. Springer, Tokyo. https://doi.org/10.1007/978-4-431-54922-2_7

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