Abstract
Since the evolution of the experience economy, businesses in all sectors have attempted to progress their offerings toward staging memorable experiences, enhancing the offerings’ value and sustaining competitiveness. Although scholars have paid greater attention to experiencescape research, a few attempted to conceptualise it, and the others were mostly context- or case-based research in particular fields. There has been scarce research for a non-context-based memorable experiencescape design framework that would benefit businesses at large. Designing memorable experiences is challenging and actually must be aligned with an internal procedure that, according to neuroscience, customers employ to take ownership of the proposed experiences. Therefore, this paper presents a non-context-based experiencescape design framework (Customer’s PIE) in which customer information associated with brain function – customer perception channels (P), customer involvement capability (I), and memorable experience (E) – has been integrated. The results from a case study in designing learning experiencescape illustrate that the framework successfully scaffolds memorable learning experiences in customers’ minds, evidenced by customers’ reflections and positive feedback.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.