Capturing customer value creation based on service experience – a case study on News Café

The rapid growth of the service sector in almost every economy in the world has created a significant amount of interest in service operations. In practice, the impact of the service experience on consumers’ satisfaction is important for service marketers. Many service providers have sought the use of various enhancement actions to improve their performance. To be really successful, a service provider must create value for its customers. Based on the five dimensions of SERVQUAL, a questionnaire is utilized to evaluate the service experience of customers from the view of customer journey. In addition, the article also explores the concept of the importance–satisfaction model, the refined Kano–Blue Ocean model, and associates it with customer value. The results of the study demonstrate a new framework, illustrating the service experience, which dimensions influence the service experience, how to select appropriate practical actions, and how it is linked to customer value.