The aim of this chapter is to explore a new conceptualization of the impact of digital technology on service experiences and relationships, based on both empirical observations and existing theories. We start by illustrating relevant examples and practices (retailing, tourism, education, financial services, restaurants …) in what we consider “digitally augmented services”; services where digital technologies augment the potential for value creation and co-creation (value in use) in mixed realities. We discuss these practices using theories developed in both marketing and communication studies, considering that the locus of innovation is in new forms of interaction possible through technology. The last part of this work discusses the managerial implications of the new conceptual framework.
|Titolo della pubblicazione ospite||Managing consumer Services. Factory or Theater?|
|Numero di pagine||40|
|Stato di pubblicazione||Pubblicato - 2014|
- digital technology, service experience, value co-creation, interaction, innovation