Characterizing Value as an Experience

Within contemporary discourse around service-dominant logic, phenomenologically (experientially) determined value has been placed at the center of value discussion. However, a systematic characterization of value in the experience has not been presented to date. In this article, the authors outline four theoretical propositions that describe what value in the experience is, which are then illustrated using a narrative data set. The propositions consider both lived and imaginary value experiences and posit that current service experiences are influenced by previous and anticipated service experiences. The article contributes to the service literature by characterizing value in the experience as an ongoing, iterative circular process of individual, and collective customer sense making, as opposed to a linear, cognitive process restricted to isolated service encounters. The authors recommend that service researchers should consider the use of interpretive methodologies based on the four theoretical propositions outlined in order to better understand the many ways that service customers experience value in their lifeworld contexts, which extend well beyond the service organization’s zone of influence. Service managers should also consider how a richer understanding of past, current, and imaginary value in the context in service customers’ individual lifeworld contexts might generate novel insights for service innovations.