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From Service Experiences to Augmented Service Journeys: Digital Technology and Networks in Consumer Services

In: Managing Consumer Services

Author

Listed:
  • Andreina Mandelli

    (Università della Svizzera italiana)

  • Antonella Rocca

    (Università della Svizzera italiana)

Abstract

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.

Suggested Citation

  • Andreina Mandelli & Antonella Rocca, 2014. "From Service Experiences to Augmented Service Journeys: Digital Technology and Networks in Consumer Services," Springer Books, in: Enzo Baglieri & Uday Karmarkar (ed.), Managing Consumer Services, edition 127, chapter 9, pages 151-190, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-04289-3_9
    DOI: 10.1007/978-3-319-04289-3_9
    as

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