Toward an understanding of consumer perspectives on experiences

Purpose – The purpose of this paper is to offer a consumer‐centric perspective on experiences and interactions that is consistent with the foundational premises of the service‐dominant logic of marketing, and which incorporates an increased understanding of the value derived from consumer‐to‐consumer (C2C) interactions.Design/methodology/approach – The paper offers a reoriented framework and process consumer experience modeling (CEM) for analyzing consumer interactions in experience domains. CEM uses qualitative analysis methods and software, underpinned by constructs relating to first‐, second‐ and third‐order interactions undertaken by consumers. It is illustrated with reference to the “gap year travel” experience domain.Findings – The approach offers a means for identifying value enhancers and inhibitors for consumers. It provides, for organizations, a representation of consumer perspectives on interactions, giving due regard to C2C interactions. The example of the gap year travel experience demonstrat...

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