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The purpose of this paper is to explore the experience design phenomenon in the cultural sector. Specifically, it purports to articulate a set of design characteristics that support the alignment between an organisation’s design intention (i.e. intended experience) and the actual experience of customers (i.e. realised experience).

A single case study approach is adopted to explore the phenomenon from both the provider and customer perspectives simultaneously. A range of qualitative data, including 42 interviews with managers and customers as well as voluminous documentary evidence, are collected. Provider and customer data are analysed independently using a rigorous inductive analytical process to generate experience design themes and to assess possible gaps between intended and realised experience.

The findings reveal the design characteristics of touchpoints and the overall customer journey, which constitute the core experience, as well as the design characteristics of the physical and social environment, which support the realisation of the core experience, in a cultural context.

Limitations include difficulties in generalising the findings from a single case and in claiming that the set of design characteristics identified is exhaustive.

The paper makes several recommendations that are useful and relevant for customer experience practitioners in the cultural sector.

The paper’s contribution is to provide novel empirical insights into the four experience design areas of touchpoints, journey, physical elements and social elements in an experience-centric cultural context. On that basis, a conceptual framework for experience design in the cultural context is proposed.

This article aims to provide an understanding of how utilitarian services can make the customer experience more hedonic.

The author performs an in-depth case study of a leading wealth management firm that is reinventing its business model to incorporate a hedonic perspective into experience design.

The findings reveal how a traditionally utilitarian firm integrates hedonic elements into the customer experience. The findings describe and expose how four experience design characteristics are interactively linked to form a customer journey model, from eliciting emotional engagement to trigger rapid enrolment through to individualising the experience to drive purchase.

This research takes the perspective of the firm to explore the research question. No customer data are collected.

The article provides evidence-based recommendations that can serve as a platform to develop an action plan for designing and deploying hedonic elements in the customer experience in utilitarian contexts.

This study challenges the dichotomy between utilitarian and hedonic services. It derives an empirically grounded understanding of an intended experience that combines design characteristics associated with both the utilitarian and hedonic model at different stages of the customer journey. The emergent conceptual framework describes and links these design characteristics to enact the customer journey. Together, these empirical insights extend and enrich existing knowledge and provide actionable recommendations for managers.

This paper aims to examine graduate student learning experiences and perceptions of quality and the extent to which these learners were living the intended experiences that academic programs are seeking to foster.

Using a multiple case-study design, a three-stage interview protocol used with six PhD candidates across three faculties as well as 25 institutional, provincial and national documents served as principal sources of data. A within-case analysis was performed for each case and compared via a cross-case analysis.

The four principal factors that characterized the PhD candidate learning experience emerged as the significance of intentional individualized guidance; the importance of social interactions and community; becoming an independent scholar; and the transformative nature of learning. Gaps were identified between institutional intent and the learner experience. Recommendations are made regarding the adoption of indicators of quality that focus on student learning and notions of transformation.

This investigation attempts to tell distinct and shared stories of the highly contextualized and complex phenomenon of quality in PhD student learning. With limited information regarding how programmatic development is lived by students, this study’s comparison of institutional characterizations and student perceptions of quality sheds light on existing strengths to leverage, and gaps to invest in, at the institutional and program levels.

A lack of differentiation in the function and appearance of web portals has led to fierce competition; attracting users' attention is no doubt the most important factor for portal success. This study aims to combine rational assessment factors and non‐rational assessment factors to examine their impact on the intended use of portals.

The research participants were individuals who have experience using web portals. A total of 215 valid questionnaires were collected. Structural equation modelling was used to test the research hypothesis.

This study is based on the technology acceptance model (TAM), a significant model in MIS research. The results show that all assessment factors have an impact on the intended use of web portals.

TAM emphasised perceived usefulness as the key determinant of user acceptance of technology. This study finds, however, that in the portal context, non‐rational assessment factors such as perceived playfulness and habit have more significant effects on users' intention than perceived usefulness.

The paper concludes that non‐rational assessment factors are important boundary conditions to the validity of the technology acceptance model. To attract users, web site designers should be more aware of aesthetics and the hedonic nature of web users.

This study has contributed to the original TAM by incorporating non‐rational assessment factors. It also validates this empirical model. The results of this study can help practitioners create a more successful business model and help researchers better understand user behaviour on the internet.

The purpose of this paper is to explore the interplay between human resource management (HRM) and emergent factors in constructing a strong HRM climate. Specifically, the paper aims to shed light on how employee perceptions of the HRM process and emergent factors together construct a strong HRM climate, i.e. employees' shared perceptions of HRM.

The paper uses qualitative interview data (managers and employees) from two organisations operating in Finland. The data are analysed based on a systematic data analysis and gives an illustration of the interplay between high-performance work system and the emergent factors.

The findings illustrate the three types of interplay between HPWS and emergent factors – supplementation, substitution and suffocation – that construct employee experience.

The paper extends earlier discussions on the relationship between HRM and employee experience by empirically examining how the HRM process – together with emergent factors – constructs a strong HRM climate. The present study contributes to further theorising and increasing our understanding of the creation of employee experience.

This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.

Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.

Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).

This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.

This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.

This study aims to explore how a relational brand experience can be designed using an integrated retail experience. It addresses the research gap between relational brand experience strategy, retail experience design, as well as online-offline integration, by providing applicable tools and knowledge.

Based on a literature review, a relational experience analytical framework (REAF) was developed as a diagnostic tool for relational brand experience. A case study was then conducted using the REAF to determine the relational brand experience factors, strategies in practice and related initiatives.

Three distinguishing integrated relational brand experience factors were identified (online-offline integration, overall activeness and the centre of relationships). A typology for an integrated relational brand experience was established with clarifying experiential characteristics and the required initiatives for each type. Based on the findings, a framework was proposed for an integrated brand experience design and its application in the retail experience design process.

The frameworks and strategies proposed can serve as a guide to industry professionals in designing integrated relational brand experiences.

The theoretical contributions of this study are in clarifying the relational brand experience dimensions and an integrated relational brand experience strategy typology. It also illustrates the strategic application of integrated retail experience based on a brand experience strategy using the proposed framework and the process.

In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities.

The key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co‐created with students and faculty, and supporting activities that are important in creating the core value.

The framework suggests that both core and supporting value‐creating activities are dynamically inter‐related and work jointly in creating student learning experiences, and ultimately, a strong university brand.

The paper presents the crucial elements and the relationships among them for building successful brands in higher education.

Purpose – The aim of this chapter is to share our thoughts and observations about some of the ethical issues that arise when researching sport-drinking cultures. In particular, the chapter focuses on what researchers should do when they witness potentially harmful and risky drinking behaviour.

Approach – The chapter is written mainly from an ethics disciplinary background. We use philosophical methods to analyse, evaluate and interrogate certain claims, assumptions and judgements about moral action and inaction in the research context. We employ ethical concepts in general and research ethics concepts in particular to make and defend value judgements about what is reasonable or unreasonable, right or wrong, and good or bad in relation to witnessing risky and harmful behaviour.

Findings – The chapter argues that in some situations there are good and perhaps compelling moral reasons for researchers to take action when they observe certain problematic drinking behaviour. Researchers who fail to notice and/or act may be morally blameworthy and culpable in other ways, e.g. in breach of contract or code of conduct.