Abstract
Value-in-use is often related to consumer experiences (Berry, Carbone, and Haeckel, 2002). These experiences are vital insights to firms who are searching for new and better ways to enhance their value propositions (Shaw and Ivens, 2002). It is seem as value-generating outcomes (Gronroos, 2006, p. 399) which are essential to the success of technology based service innovations (Sandstrom et al., 2008), such as convergent mobile online services (COMS). This paper is set to conceptualise Smart Consumers who voluntarily engages in an emerging behaviour, namely User Experiences Sharing (UES). It is postulated that UES which fosters the quality of cumulative use experiences (CUE) is the effective way
to manage user experiences if facilitated by firms. Therefore, it is important to conceptualise the Smart Consumer and these emerging behaviours to enhance firms’ value propositions as value cocreation proceeds
to manage user experiences if facilitated by firms. Therefore, it is important to conceptualise the Smart Consumer and these emerging behaviours to enhance firms’ value propositions as value cocreation proceeds
Original language | English |
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Pages | 1-9 |
Number of pages | 9 |
Publication status | Published - 2009 |
Externally published | Yes |
Event | Australia and New Zealand Marketing Academy Conference (ANZMAC) 2009 - Monash University, Melbourne, Australia Duration: 30 Nov 2009 → 2 Dec 2009 http://anzmac2009.org/ |
Conference
Conference | Australia and New Zealand Marketing Academy Conference (ANZMAC) 2009 |
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Abbreviated title | ANZMAC 2009 |
Country/Territory | Australia |
City | Melbourne |
Period | 30/11/09 → 2/12/09 |
Internet address |