CONCLUSIONS Current approaches to measuring customer perceived value and value-in-context seek to examine customer feedback in relation to using the product or consuming the service. However, the one who makes the final judgement is the company based on the customer feedback. This paper outlines a complementary framework to traditional ways of measuring perceived value for understanding value-in-context from both the customer and managerial perspectives and value-in-context experience s. The focus is not to „measure‟ the complex phenomenon of value-in-context, which we believe is immeasurable, due to it‟s inherently complexity and dynamic, contextual, multi-faced and contextual nature. The purpose of the paper is to provide an alternative lens through which the complex phenomenon of value-in-context might be gradually and iteratively revealed to the researcher and service organisation. We propose an experiential framework for examining the phenomenon of value called value- in-context experience (VALCONEX), where value-in-context is examined using a phenomenological lens in order to better understand the complex and multi-faceted nature of individual and socially constructed sensemaking. In Figure 1, the different aspects are presented with the hermeneutic spiral (e.g. Husserl, 1962; Heidegger, 1962; Jacoby and Brown, 2006; Gummesson, 2000). The hermeneutic spiral is based on sense making and understanding, which is based on previous understanding. The hermeneutic spiral is not linear. Therefore, the aspects of value-in-context experiences in Figure 1 below are not linear but rather represent different types of aspects.
10 Figure 1 Value-in-context sensemaking based on individual value-in-context experiences (VALCONEX) (Helkkula, 2009) VALCONEX is a supplement to the more traditional customer perceived value approaches. VALCONEX illustrates how customers and other beneficiaries, such as managers, dynamically intertwine their lived and imaginary value-in-context experiences in a cyclical sense making rather than in a linear way. In addition, VALCONEX contributes to the value-in-context experiences within the S-D logic discourse, and emphasises the temporal, spatial and situational nature of value creation in the context of the beneficiary ‟s phenomenological frame of reference (c.f. Vargo, Maglio and Akaka, 2008). With the empirical datasets, we have illustrated the use of the VALCONEX approach in the context of service innovation and development of the four organisations studied. While PERVAL is suitable for analysing multidimensional value and its effect on other constructs, the research findings indicate that VALCONEX is a useful framework for exploring value perceptions in specific contexts that relate to other contexts and in particular for service innovation and development purposes. VALCONEX also uncovers tacit value-in-context experiences that tend to remain silent in the PERVAL type of scale measurements. The four datasets studied show that both customers and service managers provide rich sources of innovative data for service development purposes. Inductive data that is based on subjective,
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