Our paper explores how consumer value is negotiated in pet-related services. We combine the discussion on value with the standpoint of service design; the approaches of consumer journey and service touchpoints. The contribution lies in discussing how consumer value is experienced in pet-related services through and by the pet, not only within dyadic interaction between consumer and service provider. We argue that applying a consumer value journey gives a comprehensive understanding of experienced value in several touchpoints with multiple service providers.
Mason N McLary
|Publisher||University of Helsinki|
|Location of Publication||Helsinki, Finland|
|Conference Title||XXIV Annual RESER Conference|
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