Management, Marketing, Innovation and Internationalisation
Edited by John R. Bryson and Peter W. Daniels
Chapter 11: Service and experience
This chapter explores the experience aspect of services, both as a concept within service management and marketing theory (e.g. Eiglier and Langeard, 1988; Normann, 1991; Gronroos, 2000; Heskett et al., 1990; Vargo and Lusch, 2006) and as a phenomenon that is being theorised in its own right. The topic is approached through Kuhn’s (1970) concept of paradigms, which suggests that a scientific field, including certain research objectives, basic theoretical assumptions and methods, is accepted and used by a scientific community until a new paradigm emerges. The emergence of a new paradigm does not necessarily have anything to do with changes in the empirical world, but it is possible that it may. Primarily, paradigms are theoretical constructions that attempt to provide an understanding of a complex reality by making different, simplified, theoretical assumptions. A paradigm shift is a meta-scientific discussion about social constructivism (Burr, 1995; Hacking, 1999). This shift might reflect, or be triggered by, changes in the studied real or empirical, phenomena, but not necessarily.
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