What Is the Meaning of the Experience for Value? - Experience Co-Creation as Its Determinant

• Autorzy: Jagoda Ochocka
• Języki publikacji: EN

Abstrakty

EN

At the end of the 20th century, the idea of experience management became inextricably associated with value as a core element of marketing. Moreover, the activity of a few evolved into the collaboration of many. Since value is co-constructed by different actors, one cannot neglect their subjective experiences. Therefore, this article aims to show the importance of the co-creation of experiences in the context of value, while providing insight into experiential marketing, focusing on its connection with value. The paper is organized as follows: first, it presents a brief explanation of the concepts of experience as such and value co-creation; this is followed by a brief historical outline of the evolution of the service into the experience. Then, it lists six arguments for experiential marketing as a determinant of value, selected based on a literature review and examined for their significance. Finally, it presents some important implications for management. (original abstract)

Słowa kluczowe

EN

Experience marketing; Value orientated marketing; Customer Experience Management (CEM); Value management

PL

Marketing doświadczeń; Marketing ukierunkowany na wartość; Zarządzanie doświadczeniem klienta; Zarządzanie wartością

• Czasopismo: Humanities and Social Sciences
• Rocznik: 2023
• Tom: 30
• Numer: nr 3
• Strony: 61--73

Twórcy

autor

Jagoda Ochocka

• University of Lodz, Łódź, Poland

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Identyfikatory

DOI

10.7862/rz.2023.hss.27