Service marketing literature has initially focused on service quality and on

Service marketing literature has initially focused on

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Service marketing literature has initially focused on service quality, and on service value creation recently (Martín et al., 2008). However, customers evaluate their
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Tourism and Hospitality Management, Vol. 18, No. 1, pp. 37-53, 2012 D. Martín-Ruiz, C. Barroso-Castro, I. M. Rosa-Díaz: CREATING CUSTOMER VALUE THROUGH ... 38 experiences – and build their service relationships – taking into account not only the attributes of the service, but also the outcomes and consequences that those attributes cause on them. Therefore, focusing only on the objective, technical aspects of tourism services leaves untapped a crucial resource; that is, the ability to understand and manage the true nature of consumer satisfaction as it occurs in the context of service delivery. In fact, research has shown that affective or emotion-based reports, which we argue, form the basis of the quality of the service experience and contribute a significant, but often ignored, portion of explained variance in satisfaction evaluations. In conclusion, we speculate that at the beginning of the interaction process with a service provider, customers emphasize the attributes of the services (service value components). As customers accumulate services experiences, it is the outcome of such experiences what becomes salient in the service provider evaluation process. Finally, we believe that personal values are involved in the intention to develop a lasting relationship with the service provider, since these relationships somehow reflect the customer’s self-concept and aspirations. Thus, our main research objectives are: first, to identify the three levels of a service evaluation: attributes (service value), outcome (service experience), and values (developing service relationships); second, to differ and to relate the perceptions of the service value with service experience components. The remainder of this paper is organized as follows. Firstly, a review of the most relevant literature in service experience has been developed, to provide a theoretical perspective for the arguments on the relationship between service value and service experience. Secondly, the design and results of an empirical study carried out to analyze those relationships are presented. Finally, the major research findings and managerial implications are discussed. 1. SERVICE EXPERIENCE Service experience (encounter) can be defined as a process within many factors can determine perceived quality or value, whereas perceptions of quality and value often determine multiple outcomes such as organizational effectiveness or consumer behaviors (Andreu et al., 2010; Hartline & Jones, 1996). Consumer satisfaction and perceived quality resulting after a service encounter have drawn a lot of attention in marketing research from an operative point of view. Thus, multi-item scales have been developed in order to indentify detailed elements that integrate customer’s satisfactionjudgment. However, these instruments have limitations to know the reasons that explain the evaluation of the service experience.
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