Service innovation, experience marketing, and post-purchase behavior: The case of Team working in a direct marketing organization

Tao-Hung LIN


Abstract. Service innovation has been an emerging and important topic in Management and Marketing research. This paper conceptually and logically discusses the impact that service innovation can make on consumers’ post-purchasing behavior. It is argued that service innovation can influence on customer re-purchasing, indirectly, through experience marketing. Theoretical and practical implications are offered

Keywords. Service innovation, Experience marketing, Value perception, Repurchase.

JEL. M30, M31, M32, L84.


Service innovation; Experience marketing; Value perception; Repurchase.

Full Text:


Alderson, W. (1957). Marketing Behavior and Executive Action, Homewood, IL: Irwin.

Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges, Journal of Marketing Research, 42(1), 96-108. doi. 10.1509/jmkr.

Anderson, E. & Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science,12(2), 125-143. doi. 10.1287/mksc.12.2.125

Baker, J., Parasuraman, A., Grewal, D., & Voss, G.B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(4), 120-141. doi. 10.1509/jmkg.

Bicknell, B.A. & Bicknell, K.D. (1995). The road map to repeatable success-using QFD to implement change, CRC Press: Boca Raton, FL.Bishop, W.R. (1984), Competitive intelligence, Progressive Grocer, 63(3), 19-20.

Bitner, M.J. (1992). Servicescape: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. doi. 10.2307/1252042

Bolton, R.N. (1997). A dynamic model of the duration of the customer's relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65. doi. 10.1287/mksc.17.1.45

Bojanic, D.C. (1996). Consumer perceptions of price, value and satisfaction in the hotel industry: An exploratory study. Journal of Hospitality and Leisure Marketing, 14(1), 5-22. doi. 10.1300/J150v04n01_02

Butz, H.E.Jr. & Goodstein, L.D. (1996). Measuring customer value: Gaining the strategic advantage, Organizational Dynamics, 24(4), 63-77. doi. 10.1016/S0090-2616(96)90006-6

Cronin, J.J.Jr., Brady, M.K., & Hult, T.G. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. doi. 10.1016/S0022-4359(00)00028-2

Dawson, S., Bloch, P.H ., & Ridgway, N.M. (1990). Shopping motives, emotional states, and retail out comes. Journal of Retailing, 66(4), 408-427.

Den Hertog, P. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4(4), 491-528. doi. 10.1142/S136391960000024X

Drucker, P.F. (1986). Innovation and Entrepreneurship: Practice and Principles. Heinemann, London. FreePress.

Drucker, P.F. (1998). Peter Drucker on the Profession of Management, Boston, Mass: Harvard Business School.

Edwardson, M. (2001). Involvement, Self Cconcept and Murdoch Magazines. Case Study In: Consumer Behavior. Sydney: Pearson Publishing.

Flint, D.J., Woodruff, R.B., & Gardial, S.F. (1997). Customer value change in industrial marketing relationships, Industrial Marketing Management, 26(2), 163-175. doi. 10.1016/S0019-8501(96)00112-5

Hipp, C., Tether, B., & Miles A. (2000). The incidence and effects of innovation in services: Evidence from Germany. International Journal of Innovation Management, 4(4), 417-453. doi. 10.1142/S1363919600000226

Hogan, J.E. (1998). Assessing relationship value in business markets. Ph. D. Dissertation, University of North Carolina.

Holbrook, M.B., & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. doi. 10.1086/208906

Holbrook, M.B. (1994). The nature of customer value: An axiology of service in the consumption experience. In R.T. Rust & R.L. Oliver, (Eds.), Service Quality: New Ddirection in Theory and Practice, (pp. 21-71). Thousand Oaks, CA: Sage Publications.

Holbrook, M.B. (2000). The millennial consumer in the text so four times experience and entertainment. Journal of Macro Marketing, 20(20), 178-192. doi. 10.1177/0276146700202008

Isen, A.M. (1984). Toward understanding the role of affect in cognition, in R.S. Wyer & T.K. Srull (Eds.). Handbook of Social Sognition, (pp.179-236), Hillsdale, NJ: Erlbaum.

Ittelson, W.H. (1973). Environment Perception and Contemporary Perceptual Theory, Environment and Cognition. New York: Seminar Press.

Johnson, S.P., Menor, A.V. & Chas, R.B. (2000). Acritical evaluation of the new service development process: integrating service innovation and service design, In J.A. Fitzsinnons, & M.J. Fitzsinnoms (Eds.), New Service Development- Creating Memorable Experience. (pp.1-32), Thousand Oaks, CA: Sage Publications.

Kim, W.C., & Mauborgne, R. (1999). Strategy, value innovation, and the Knowledge Economy, 40(3), 41-54.

Kotler, P. (1973). Atmospherics as a marketing tool, Journal of Retailing, 49(4), 48-64.

Kotler, P. (2000). Marketing Management, Millennium Edition. Prentice Hall.

Kuo, Y.F., Wu, C.M., & Deng, W.J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchased intention in mobile value-added services, Computers in Human Behavior, 25(4), 887-896. doi. 10.1016/j.chb.2009.03.003

Monroe, K.B. (1990). Pricing: Marketing Profitable Decisions, (2nd ed.).McGraw-Hill Publishing Company.

Oh, M. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82. doi. 10.1016/S0278-4319(98)00047-4

Patterson, P.G., & Spreng, R.A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414-434. doi. 10.1108/09564239710189835

Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1996). A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(4), 41-50. doi. 10.2307/1251430

Parasuraman, A., & Valarie, A.Z., & Leonard, L.B. (1988). SERVQUALA multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality–value–loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174. doi. 10.1177/0092070300281015

Peters, T., & Waterman, R. (1982). In Search of Excellence. New York: Harper and Row.

Pine, B.J., & Gilmore, J.H. (1998). Welcome to the experience economy, Harvard Business Review, 76(4), 97-105.

Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30. doi. 10.1108/03090569610106626

Schmitt, B.H. (1999a). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. doi. 10.1362/026725799784870496

Schmitt, B.H. (1999b). Experiential Marketing: How to get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.

Schumpeter, J.A. (1934). The Theory of Economic Development. Boston: Harvard Business School Press.

Sirdeshemukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relation exchanges. Journal of Marketing, 66(1), 15-37. doi. 10.1509/jmkg.

Sweeney, J.G., & Wyber, F. (2002). The role of cognitions and emotion in the music-approach-avoidence behavior relationship. Journal of Service Marketing, 16(1), 51-69. doi. 10.1108/08876040210419415

Tam, J.L.M. (2004). Customer satisfaction, service quality and perceived value: an integrative model, Journal of Marketing Management, 20(7-8), 897-917. doi. 10.1362/0267257041838719

Tax, S.S., & Stuart, I. (1997). Designing and implementing new services: The challenges of integrating service systems. Journal of Retailing, 73(1), 105-134. doi. 10.1016/S0022-4359(97)90017-8

Tidd, J., & Hull, F. (2003). Services Innovation: Organizational Responses to Technological Opportunities and Market Imperatives, London: Imperial College Press.

Voss, C.A. (1992). Measurement of innovation and design performance in services. Design Management Journal, 3(1), 40-46. doi. 10.1111/j.1948-7169.1992.tb00586.x

Weerawardena, J. (2003). The role of marketing capability in innovation-based competitive strategy, Journal of Strategy Marketing, 11(1), 15-35. doi. 10.1080/0965254032000096766

Woodruff R.B. (1997). Customer value: The next source for competitive advantage, Journal of the Academy of Marketing Science, 25(2), 139-153. doi. 10.1007/BF02894350

Woodside, A.G., Frey, L.L., & Daly, R.T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9(4), 5-17.

Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence, Journal of Marketing, 52(3), 2-22. doi. 10.2307/1251446

Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31-46. doi. 10.2307/1251929

Zeithaml, V.A., & Bitner, M.J. (2000). Service Marketing: Integrating Customer Focus Across the Firm, New York: McGraw- Hall International Edition.



  • There are currently no refbacks.

....................................................................................................................................................................................................................................................................................................................................... Journal of Social and Administrative Sciences - J. Adm. Soc. Sci. - JSAS -

ISSN: 2149-0406

Editor:   Secretarial:   Istanbul - Turkey.

Copyright © KSP Library