MASTER’S THESIS
Vorlage Seminararbeit - schuster-solutions.de
Vorlage Seminararbeit - schuster-solutions.de
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Master thesis: sport spectator preferences<br />
Figure 35: Title page “The white suit”<br />
(layout by Lungauer, 2011)<br />
5.1.2 Developing through Experience<br />
The strength of experiences, in opposite to goods and services, is the engagement<br />
to the individual costumer. Experiences are filled with sensations created by<br />
the customer. This makes experiences memorable and creates the specific customer<br />
value. “The easiest way to turn a service into an experience is to provide<br />
poor service, thus creating a memorable encounter of the most unpleasant kind”<br />
(Pine & Gilmore, 1999, pp. 69)<br />
Nobody likes to pay more for bad services or for goods, which completely unfulfill<br />
the individual needs. Customization creates unique values and selling propositions<br />
(Pine & Gilmore, 1999, Kotler, at al, 2009).<br />
Pine & Gilmore (1999) suggest three points to reach customer-unique value:<br />
specific to individual customers – brought into being at a particular moment<br />
for this precise customer<br />
Conclusion and Prospective page 79
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