Purpose – The substitution of generic prescription medicines for branded medicines is being practiced in most westernised countries, with evidence of a strong focus on evaluating and monitoring its economic impacts. In contrast, the purpose of this paper is to explore the generic substitution...

Purpose – The purpose of this paper is to review the characterisation of the concept of service experience in service marketing research. Design/methodology/approach – Using content analysis, 30 articles and two books published in the period from 2005 to 2007 are analysed. Findings – Three...

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 purpose of this paper is to synthesize findings from health care research with those in service research to identify key conceptualizations of the changing role of the health care customer, to identify gaps in theory, and to propose a compelling research agenda....

Purpose – The purpose of this paper is to examine customers’ use experiences in a smartphone application (app) context. Apps have emerged as popular tools among marketing practitioners. In service research, however, smartphone apps, and their customers’ use experiences, have received...

Purpose – The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been conducted until now. The purpose of this paper is to conceptualize service experience co-creation and...