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Published in:
2016 | OriginalPaper | Chapter
Service Fascination
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"The customer experience is the key. Emotional content is essential, as is the quality of the service, both upon delivery and after sales. […] [I]t is of paramount importance to enrich and enhance traditional retail through constant innovation" [Perrey and Spillecke 2013, p. 292]. Based on the conceptual foundations and the research gaps motivated in the previous sections, this chapter presents a novel approach for systematically innovating, designing, evaluating, and improving experiential SSTs. The service fascination research model (cf. Figure 3.1) consists of two distinct but affiliated models, the service fascination engineering model as well as the service fascination evaluation model.