Når købsoplevelsen bliver skræddersyet og kommer på kapsler

Sarah Schlander Birksholm & Esben H. Licht

Studenteropgave: Speciale

Abstrakt

Experiences are everywhere. Some are big and some are small. Some are specifically designed and others occur randomly. The list of experiences is long and there are many to choose from. The term experience has been a keyword in today’s society since Pine and Gilmore introduced the Experience Economy in 1999. It comes as no surprise that experiences, in the modern world, are more and more important from both a customer and a business point of view. From this perspective we want to contribute to the field of communication and performance design with the study of how and why narratives occurs based on a meaningful costumer experience. On the assumption that, when a company has done something exceptional with the design of a costumer experience, it demands that the narrative of the experience becomes a part of the customers own narrative. This paper will therefore look at two different cases; Nespresso and Mond, to examine what kind of narratives are told. The cases are chosen by the five criteria below: • The experience at the store is shared post the experience • All customers get the same experience • As a costumer you by a (unique) product • The setting of the store is exclusive setting and the sales assistants wear uniforms • The service is thorough and the product is customized to the individual costumer Through our theoretical framework of understanding we analyse the two cases based on the empirical data gathered by doing qualitative interviews and participant observation. These methods were combined with the approach of the first three steps of Otto Scharmer’s Theory U. Our thesis argues that the costumer experiences in both Nespresso and Mond have an impact on the customers. This is because both experiences are embedded in the body and evaluated. There bye it becomes a reflected choice for most customers to return to the store. Our conclusion is that the narrative of the customers occurs when the customers have a positive attitude toward the product and have either positive or negative emotions connected to the elements that are a part of the costumer experience. One last but very important thing is, that the product should have a significant meaning or motivation and make the costumer a better version of him or her self.

UddannelserPerformance-design, (Bachelor/kandidatuddannelse) KandidatKommunikation, (Bachelor/kandidatuddannelse) Kandidat
SprogDansk
Udgivelsesdato28 jan. 2016
VejledereFabian Holt & Sine Carlsen

Emneord

  • Oplevelser
  • Performance Design
  • Performancestudier
  • Købsoplevelse
  • Nespresso
  • Emotioner
  • Mond
  • Oplevelseskommunikation
  • Fortællinger
  • Kommunikation