Designing Better Experiences Through Storytelling: Two Essays Examining the Application of Storytelling in Service Design and its Impact on Customer and Service Offering-Related Outcomes
Date
2022-08-12Author
Olajuwon Ige, Olamide Temitope
0000-0003-1621-4145
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**Please note that the full text is embargoed until 8/12/2024** ABSTRACT: The service literature has long recognized that storytelling can be applied in the design of service offerings and their associated customer journeys. The literature also suggests that applying storytelling in service design can enhance the customer experience. However, the customer and firm outcomes that result from applying storytelling in service and customer journey design have not been addressed by the literature. The underlying mechanisms through which storytelling enhances the customer experience and other customer outcomes when applied in service design have also not been addressed by the literature. In addition, there is a shortage of research that addresses the application of storytelling in service design from a customer journey perspective, and even less research that addresses service or customer journey design for experiential services. Using experiential services as a research context, the two essays in this dissertation address the above-identified knowledge gaps in the literature by conceptually and empirically exploring the customer and service offering-related outcomes associated with the application of storytelling in service and customer journey design and the mechanisms leading to these outcomes. Potential moderators of the effectiveness of storytelling as an approach to service and customer journey design are also conceptually and empirically examined. This dissertation also provides guidelines for managers of experiential services on how to apply storytelling in service and customer journey design to enhance the customer experience, customer affective responses, and customer behavioral intentions towards a firm’s service offerings. Overall, the findings of this dissertation contribute to the literature by providing a richer understanding of the effects of applying storytelling in service and customer journey design, the mechanisms leading to these effects, and potential moderators of the observed effects. It also empowers service firms generally, and experiential service firms specifically, to leverage the power of storytelling to design and deliver better experiences for customers that translate into favorable firm outcomes.
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