The Nordic School - Service Marketing and Management for the Future
Year: 2015
Type: book
Abstract: as a metaphor for the multiple experiences that customers have with apps. We suggest that customers have a number of experiences, which can be either intended or unintended by the app developers. Intended experiences refer to those app experiences that are in line with what the app developers expected the customers to have. The unintended experiences are in turn such experiences that the app developers did not expect the customers to have and that are often hidden to them. Therefore, as a metaphor, the Ripple Effect represents the intended and unintended experiences as ripples originating as customer experiences from individual service offerings: in this case, the smartphone app. Customers evaluate service offerings based on both intended and unintended experiences. The unintended experiences may be hidden to service providers and represent a rich source of innovation ideas.
Source: Työväentutkimus Vuosikirja
Authors: Johanna Gummerus, Catharina von Koskull
Institution: Hanken School of Economics
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2167253221