Purpose – The purpose of this paper is to distinguish experiences from practices and relate this distinction to current developments in value research within service‐dominant (S‐D) logic and the broader service domain. Design/methodology/approach – The paper provides a conceptual...

Purpose – The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing techniques in service development contexts for yielding new service ideas and evaluating current service....