Bo Enquist

Cocreating Customer Value Through Hyperreality in the Prepurchase Service Experience

This article develops a new model depicting how organizations can help customers test out and experience a service prior to purchase and consumption or use. When customers buy a new car, for instance, they are allowed to test-drive it to get the feel of it. When customers wish to purchase services, it can be more difficult to provide customers with a “test drive.” In some service situations, service organizations can and do provide “test drives,” but it is suggested that such experiences take place in a simulated setting. This article introduces the notion of hyperreality, the simulated reality of a service experience. It also introduces the concept of the “experience room,” the place where the simulated experience takes place. Based on the existing literature, the authors apply six dimensions of experience rooms to demonstrate how organizations can cocreate value, in conjunction with the customer, through hyperreality in a preservice experience.

Adoption of corporate social responsibility – incorporating a stakeholder perspective

Purpose – The aim of the present paper is to study what effect CSR has had on the practice of organizations. Design/methodology/approach – Since the effects of CSR on practice are an understudied topic the paper adopts a single case study design and studies Swedbank. Theoretically the paper approaches the problematic from the perspective of neo institutional theory and stakeholder theory. Findings – If CSR approaches colonize organisational practice, a fundamental shift from a shareholder strategy, to a social harmony strategy may be experienced, i.e. that the current focus on shareholder needs in contemporary organizations is balanced with the needs of other stakeholders. CSR adoption is surprisingly high at Swedbank and the paper thus argues that CSR might change the practice of organizations toward social harmony. Research limitations/implications – The case study design does not make possible empirical generalizations. Therefore, further research should focus on generalizing the findings. Further research might also conduct case studies by using the adoption framework in other empirical settings. Originality/value – The paper offers new insight on of the adoption of CSR in organizations and connects this issue to stakeholder theory. Additionally, framing the adoption of CSR from an institutional perspective is also novel.

Value co-creation as a determinant of success in public transport services. A study of the Swiss Federal Railway operator (SBB)

Purpose of this paperThis paper explores how Prahalad’s five activities of co-creation (customer engagement, self-service, customer involvement, problem-solving, and co-design) to public tr ...

Values‐based service quality for sustainable business

Purpose – The purpose of this research is to present a model for values-based sustainable servicebusiness grounded in the concept of values-based service quality. Design/methodology/approach – Base ...

'The IKEA Saga': How Service Culture Drives Service Strategy

Not much attention has been devoted to the relationship between service culture and service strategy, including services marketing strategy. The assumption that service culture drives service strategy has not been empirically examined. The aim of this paper is to contribute to a better understanding of the strategic role that service culture and service strategy have for business development in a long-term perspective. The empirical basis for our discussion comes from IKEA, the largest retail furniture firm in the world. Our results clearly show the importance of a strong and dynamic service culture for market and business success.

Values Based Service for Sustainable Business: Lessons from IKEA

1. Introduction, 2. Sustainable Business Embedded in History and Heritage, 3. Values Based Service, 4. Values-Based Service Experience, 5. Values-Based Service Brands and Marketing Communication, 6. Values-Based Service Leadership, 7. Values-Based Sustainable Service Business

Exploring the role of the service environment in forming customer's service experience

The aim of this paper is to identify and describe important dimensions of the service process as defined by customers, and to compare the results from a specific use context with the recent concept ...

ISO 14001 as a driving force for sustainable development and value creation

Purpose – The aim of this paper is to examine whether the process of organisational change inimplementing the environmental quality standard ISO 14001 can act as a driving force for sustainabledeve ...

Values-based Service Brands:: Narratives from IKEA

Purpose – The purpose of this paper is to present a model for values‐based service brands grounded in values‐based service management. In undertaking this task, the paper addresses two research questions: “What is the role of values in creating customer value and corporate identity?” and “How can values and corporate identity be communicated to customers and thus contribute to customer‐perceived service value?”.Design/methodology/approach – Based on five narratives from a value‐driven company, IKEA, the paper proposes a model of values‐based service brands in action. The model is based on interpretations of how IKEA manages and communicates values in practising values‐based service management.Findings – The study distinguishes four types of “values” in the example of IKEA: economic, social, environmental, and communication‐based. These are incorporated into the model.Originality/value – This is the first study of the role of values‐based service brands in creating value in use for customers.

Contractual governance for public service value networks

Purpose – The aim of this paper is to explore the links between contractual governance and performance measurement in a value network for public service business, in the context of public transport, by positing service‐dominant logic (S‐D logic) as an alternative paradigm to the conventional goods‐dominant logic (G‐D logic). The paper addresses the following research questions: how does S‐D logic influence contractual governance and performance measurement? How do these influences of S‐D logic on contractual governance and performance measurement affect the governance of public service businesses in a value network?Design/methodology/approach – The study adopts a qualitative approach, using case studies to undertake an analysis of the role of contractual governance and performance management in the Swedish public transport system.Findings – The paper demonstrates that the current model of contractual governance and performance measurement is focused on operand resources, and driven by G‐D logic, rather th...