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.
Addis, M., Holbrook, M.B. (2001). On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. “Journal of Consumer Behavior”, Vol. 1, No. 1.
Ballantyne, D., Varey, R.J. (2006). Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing. “Marketing Theory”, Vol. 6, No. 3.
Baran, G. (2013). Marketing współtworzenia wartości z klientem. Społecznotwórcza rola marketingu w procesie strukturacji interakcyjnego środowiska doświadczeń. Kraków: Instytut Spraw Publicznych UJ.
Baran, G. (2019). Od marketingu doświadczeń do design thinking, czyli o budowaniu uniwersytetu wokół kultury doświadczenia. Kraków.
Blocker, C.P., Barrios, A. (2015). The transformative value of a service experience. “Journal of Service Research”, Vol. 18, No. 3.
Brandys, J. (2016). Experiential marketing – assumptions and prospects. “Zeszyt Naukowy. Wyższa Szkoła Zarządzania i Bankowości w Krakowie”, No. 41.
Boguszewicz-Kreft, M. (2010). Doświadczenie jako propozycja wartości dla klienta. „Zeszyty Naukowe Polityki Europejskie. Finanse i Marketing”, Vol. 3, No. 52.
Ciekanowski, Z., Majkowska, J., Załoga, W. (2018). The influence of the environment on the functioning of the organization. “Modern Management Systems”, Vol. 13, No. 4.
Cova, B., Dalli, D., Zwick, D. (2011). Critical perspectives on consumers’ role as “producers”: broadening the debate on value co-creation in marketing processes. “Marketing Theory”, Vol. 11, No. 3.
Edvardsson, B., Tronvoll, B., Gruber, T. (2010). Expanding understanding of service exchange and value co-creation: a social construction approach. “Journal of the Academy of Marketing Science”, Vol. 39, No. 2.
Eggert, A., Ulaga, W., Frow, P., Payne, A. (2018). Conceptualizing and communicating value in business markets: from value in exchange to value in use. “Industrial Marketing Management”, No. 69.
Ellway, B.P.W., Dean, A.M. (2016). The reciprocal intertwining of practice and experience in value creation. “Marketing Theory”, Vol. 16, No. 3.
Forlizzi, J., Ford, S. (2000). The building blocks of experience: an early framework for interaction designers. DIS '00: Proceedings of the 3rd conference on designing interactive systems: processes, practices, methods and techniques.
Godovykh, M., Tasci, A.D.A. (2020). Customer experience in tourism: a review of definitions, components, and measurements. Tourism Management Perspectives, No. 35.
Grönroos, Ch., Voima, F.P. (2011). Making sense of value and value creation in service logic. “Hanken School of Economics Working Papers”, No. 559.
Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory: strangers or siblings?. “Marketing Theory”, Vol. 13, No. 1.
Haase, M., Becker, I., Pick, D. (2018). Alternative economies as marketing systems? The role of value creation and the criticism of economic growth. “Journal of Macromarketing”, Vol. 38, No. 1.
Kallmuenzer, A., Peters, M., Buhalis, D. (2019). The role of family firm image perception in host-guest value co-creation of hospitality firms. “Current Issues in Tourism”, Vol. 23, No. 19.
Klaus, P., Maklan, S. (2013). Towards a better measure of customer experience. “International Journal of Market Research”, Vol. 55, No. 2.
Kleber, D., Volkova, T. (2017). Value co-creation drivers and components in dynamic markets. “Marketing and Branding Research”, Vol. 4, No. 3.
Kowalkowski, Ch., Persson Ridell, O., Röndell, J., Sörhammar, D. (2012). The co-creative practice of forming a value proposition. “Journal of Marketing Management”, Vol. 28, No. 13–14.
Kuikka, A., Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. “Journal of Product and Brand Management”, Vol. 21, No. 7.
Kukk, J., Leppiman, A. (2016). Value creation in business services through the prism of experience economy: conceptualizing value-in-experience. “Journal of Creating Value”, Vol. 2, No. 2.
Kumar, V., Rajan, B. (2017). What’s in it for me? The creation and destruction of value for firms from stakeholders. “Journal of Creating Value”, Vol. 3, No. 2.
Laming, C., Mason, K. (2014). Customer experience – an analysis of the concept and its performance in airline brands. “Research in Transportation Business and Management”, No. 10.
Leclerq, T., Hammedi, W., Poncin, I. (2016). Ten years of value co-creation: an integrative review. “Recherche et Applications en Marketing”, Vol. 31, No. 3.
Lemon, K.N., Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. “Journal of Marketing”, Vol. 80, No. 6.
Leroy, J., Cova, B., Salle, R. (2013). Zooming in VS zooming out on value co-creation: consequences for BtoB research. “Industrial Marketing Management”, Vol. 42, No. 7.
Lusch, R.F., Vargo, S.L., O’Brien, M. (2007). Competing through service: insights from service-dominant logic. “Journal of Retailing”, Vol. 83, No. 1.
Mahajan, G. (2017). Value dominant logic. “Journal of Creating Value”, Vol. 3, No. 2.
Mahajan, G. (2019). Critically exploring value destruction to create more value. “Journal of Creating Value”, Vol. 5, No. 1.
Maubisson, L., Riviere, A. (2021). More value for more satisfaction? The moderating role of the consumer’s accumulation of experience. “Recherche et Applications en Marketing”, Vol. 36, No. 1.
Minkiewicz, E., Evans, J., Bridson, K. (2014). How do consumers co-create their experiences? An exploration in a heritage sector. “Journal of Marketing Management”, Vol. 30, No. 1–2.
Moeller, S., Ciuchita, R., Mahr, D., Odekerken-Schröder, G., Fassnacht, M. (2013). Uncovering Collaborative Value Creation Patterns and Establishing Corresponding Customer Roles. “Journal of Service Research”, Vol. 16, 4.
Mukerjee, K. (2012). Customer experience management: a framework for successfully managing the customer experience. “SIBM”, No. 4.
Okręglicka, M., Lemańska-Majdzik, A., Gorzeń-Mitka, I. (2016). Learning organizations and their adaptability to market environment. Proceedings of the 9th International Scientific Conference “Business and Managemen”.
Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. “Journal of Services Marketing”, Vol. 24, No. 3.
Pine, B.J., Gilmore, J.H. (2011). The experience economy. Boston: Harvard Business Review Press.
Pitelis, Ch.N. (2009). The co-evolution of organizational value capture, value creation and sustainable advantage. “Organization Studies”, Vol. 30, 10.
Plessis du, L., de Vries, M. (2016). Towards a holistic customer experience management framework for managers. “South African Journal of Industrial Engineering”, Vol. 27, No. 3.
Prahalad, C.K., Krishnan, M.S. (2010). Nowa era innowacji. Warszawa: PWN.
Prahalad, C.K. Ramaswamy, V. (2005). Przyszłość konkurencji. Współtworzenie wyjątkowej wartości wraz z klientami, Warszawa: PWE.
Prebensen, N., Kim, H., Uysal, M. (2016). Co-creation as moderator between the experience value and satisfaction relationship. “Journal of Travel Research”, Vol. 55, No. 7.
Ramaswamy, V., Ozcan, K. (2018). What is co-creation? An interactional creation framework and its implication for value creation. “Journal of Business Research”, No. 84.
Roederer, C. (2012). A contribution to conceptualizing the consumption experience: emergence of the dimensions of an experience through life narratives. “Recherche et Applications en Marketing”, Vol. 27, No. 3.
Rogoziński, K. (2012). Zarządzanie wartością z klientem. Warszawa: Oficyna Wolters Kluwer.
Rosenbaum, M. (2015). Transformative service research: research that matters. “Service Industries Journal”, Vol. 35, No. 15–16.
Shaw, C., Ivens, J. (2005). Building Great Customer Experiences. New York: Palgrave Macmillan.
Siddike, M., Kohda, Y. (2018). Co-creating value in people’s interactions with cognitive asssistants: a service-system view. “Journal of Creating Value”, Vol. 4, No. 2.
Skowronek, I. (2012). Marketing doświadczeń. Od doświadczeń klienta do wizerunku firmy. Poltext, Warszawa.
Stasiak, A. (2014). Doświadczenie – stary nowy paradygmat turystyki. „Folia Touristica”, Vol. 41, No. 2016.
Teixeira, J., Patrício, L., Nunes, J.N., Nóbrega, L., Fisk, R.P., Constantine, L. (2012). Customer experience modelling: from customer experience to service design. “Journal of Service Management”, Vol. 23, No. 3.
Troye, S.V., Supphellen, M. 2012. Consumer participation in coproduction: I made it myself effects on consumers’ sensory perceptions and evaluations of outcome and input product. “Journal of Marketing”, Vol. 76, No. 2.
Vargo, S.L. (2008). Customer integration and value creation: paradigmatic traps and perspectives. “Journal of Service Research”, Vol. 11, No. 2.
Vargo, S.L., Akaka, M., Vaughan, C. (2017). Conceptualizing value: a service-ecosystem view. “Journal of Creating Value”, Vol. 3, No. 2.
Vargo, S.L., Lusch, R. (2004). Evolving to a new dominant logic for marketing. “Journal of Marketing”, Vol. 68, No. 1.
Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., Schlesinger, L.A. (2009). Customer experience creation: determinants, dynamics and management strategies. “Journal of Retailing”, Vol. 85, No. 1.
Voima, P., Heinonen, K., Strandvik, T. (2010). Exploring customer value formation: a customer dominant logic perspective. Helsinki: Hanken School of Economics.
Zeithaml, V.A., Verleye, K., Hatak, I., Koller, M., Zauner, A. (2020). Three decades of customer value research: paradigmatic roots and future research avenues. “Journal of Service Research”, Vol. 23, No. 4.
Zhang, W., Li, J., Sha, Z., Wang, X. (2010). Customer experience management models: perspectives from environment, psychology and strategy. Proceedings of 2010 International Conference on Management and Service Science.