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Sudheer Gupta & Mirjana Vajic

In: New Service Development: Creating Memorable Experiences

Chapter 2: The Contextual and Dialectical Nature of Experiences

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The Contextual and Dialectical Nature of Experiences
The contextual and dialectical nature of experiences
SudheerGupta, MirjanaVajic

In this chapter, we explore the main characteristics of experiences and how they differ from products and services. We argue that understanding the cognitive dimension of experience is crucial in designing a service delivery system that can create memorable and inherently personal experiences for the customers.

We have witnessed an explosion in the new concept services that try to capitalize on the notion of experience, from “eatertainment” and “entertailing” to shows and festivals that combine the sale of a product or service with entertainment. The trend has been fueled in part by the apparent success and rapid expansion of theme restaurants such as Hard Rock Café, Planet Hollywood, and Rainforest Café. Many ...

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