SERVICE MANAGEMENT Customer Experience and User Experience
Tymofii
Class_2.pptxTHE EXPERIENCE ECONOMY & THE SHARING ECONOMY
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
THE EXPERIENCE ECONOMY (Pine II & Gilmore, 1998)
“One step above’” the service economy
It deals with the “emotions”, or the “memories” created in customers, for which they are willing to pay
A concept which has taken over in many sectors: tourism, architecture, health... even university teaching !
Example: services to a Student vs his memories of the university
THE CAKE EXAMPLE
1. Cake as ‘recycling’ dish, baked home
2. Cake as a celebration item, baked home
3. Cake as a celebration item bought from a pastry shop
4. Cake as a celebration item, but as part of a party’s package – may even come for free
SOURCE: Pine II & Gilmore, 1998
EXPERIENCE ECONOMY...
‘Creating memories’, an important component in the leisure and tourism industries (Walt Disney, Celler Espelt)
Shops and Malls revamped as a consequence: thematic cafés and restaurants... You pay just for being there, not for goods or services
Experiential outlets as the basis of EE or just as marketing tools (Apple Stores)
An opportunity for services to differentiate themselves
CRITICISMS TO EXPERIENCE ECONOMY
Context: dot-com, unlimited expansion. BUT the reality is that resources are scarce in the economy
Efficiency should lead the economy, rather than effectiveness
New approaches to economy criticizing unlimited growth: circular economy, sustainability, degrowth theories, etc.
Scientific: ignoring approaches from tourism, difficulties in evaluating EXPERIENCES (because of their subjectivity.
Somehow replaced/complemented by some marketing approaches (relational, services, etc.)
THE SHARING ECONOMY
The “sharing economy” refers to a set of organizational and business models based on “sharing,” “collaborative,” “gig,” or “access” approaches to the use of resources (Schlagwein, Schoder & Spindeldreher, 2019)
Similar (but slightly different concepts):
‘Peer economy’, ‘Collaborative economy’, ‘Crowdfunding’, ‘Plaftorm economy’
Can be C2C or B2C. Some well-known examples are AirBnB, Uber, Rappi
On small-scale helps optimizing capacities: on a large scale generates cheap labour (from employees to contractors)
It may be non-commercial BUT also commercial (not to be confused with ONG’s or free giving) TRUST is an essential factor Development levels differ in the world’s regions (for the UE, most touched sectors are transport, accommodation, finance and online skills sectors) EXERCISE: Check on “Rappi”
