WHAT IS THE MEANING OF THE EXPERIENCE FOR VALUE? – EXPERIENCE CO-CREATION AS ITS DETERMINANT
| Autor: | Jagoda OCHOCKA |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Humanities and Social Sciences, Vol 30, Iss 3, Pp 61-73 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2300-5327 2300-9918 |
| DOI: | 10.7862/rz.2023.hss.27 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
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