Canadian Social Science Vol.2 No.

4 December 2006

The Construction of Service-Marketing System based on

Customers’ Experience
CONSTRUCTION DU SYSTEME DE SERVICE-MARKETING BASE
SUR L’EXPERIENCE DE LA CLIENTELE
Xu Ruiping1 Zheng Yujuan2

Abstract: The final purpose of construction of service-marketing system based on customers’

experience is to help the enterprises supply a higher quality service and experiences to the
customers so that it will improve the customer profitability and the benefits enterprises got will
increase also. From the viewpoint of psychology, experience is a personal need. And it’s a good or
bad feeling in someone’s conscience, when his emotion, physical strength, intelligence and spirit
get to some extent. This paper with the starting point on the recognition about experience describes
the experience types of consumers and discusses the construction of service-marketing system
based on the consumer experience through analyzing the reasons for rising of experience
consumption.
Key words: Customer experience, Experience, Service factor, Service marketing, Service system

Résumé: L’objectif final de la construction du système de service-marketing basé sur l’expérience

de la clientèle est d’aider les entreprises à fournir un service de haute qualité et des expériences aux
clients de sorte à améliorer la profitabilité de ceux-ci, et ainsi, à augmenter les bénéfices des
entreprises. Du point de vue psychologique, l’expérience est un besoin personnel. Et c’est un bon
ou mauvais sentiment dans la conscience de quelqu’un, quand ses émotion, force physique,
intelligence et esprit atteignent un certain niveau. Cet article, à partir de la reconnaissance de
l’expérience, décrit les types de l’expérience des consommateurs et discute la construction du
système service-marketing basé sur l’expérience des clients en analysant les raisons de
l’augmentation de la consommation d’expérience.
Mots-Clés: expérience du client, expérience, facteur de service, service-marketing, système de
service

the companies benefits indirectly. Accordingly, it’s

1. INTRODUCTION necessary to discuss the construction of
service-marketing system based on customers’
experience from the types of customers’ experience and
According to the American scholars B.Joseph PineⅡ experience.
and James H.Gilmore, the times of experience-economy
has come, and it will replace the service-experience. In
brief, experience is internal reflection based on some
stimulus. Any experience is the result of the interaction 2. THE REASONS FOR THE RISING OF
of someone’s thinking and affairs. It is a psychological EXPERIENCE
feeling, which exists in consumer’s mind. The others
can’t feel it expect consumers.
With the development of science-technology and the
The experience can’t be sold as products and services homogeneity of service, the consumers’ needs call for
with benefits directly, but it can meet the customers’ the sharing of spirits and specific experience in the
emotional needs and impulse their motivations of process of consumption more than before. The
buying products and services. Meanwhile, it can bring
1
School of Business and Industry Management, Xi’an University of Technology, China.
2
School of Business and Industry Management, Xi’an University of Technology, China.
*Received 13 August 2006 ; accepted 21 October 2006

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consumers not only pay more and more money and time the living standard and the quality improved, the
on the entertainment but also have more sense in the consumption need class increases as well. The
process of shopping. The rising of experience customers’ motive of shopping is not to meet the
consumption is mainly due to the following reasons: essential needs any more, but they pay more attention to
A, The development of science-technology; the satisfaction on minds and psychology. The
experiences are the supplier of meet this needs.
The development of modern science-technology makes
the consumers get more and more new experiences such D, The increasing of customers’ free time .
as interaction games, chatting on net and suppositional With the increasing of production efficiency, people
circumstances and so on. Specially, with the emergence have more spare time than before, so they can spend
and development of Internet, it not only supplies more time on entertainments. The ravel industry can
consumers the commutative and personal feeling, but develop with so fast speed mainly because it is a
also it offer them the ideal technology room to industry supply experiences.
communicate with each other. In future, with the
development of technology in every field, it will bring
more convenient and special feeling to consumers.
3. THE TYPES OF CUSTOMERS’
B, The homogeneity of products and services;
EXPERIENCE
With the competition is more and more severe, and the
speed of information transferring is faster, the products
and services are more homogeneous. The differences in Different scholars have discussed the types of
products capability, security and reliability are less than customers’ experience from distinct point of views.
before. So do the services. Under this condition, the Overseas, there are some famous assortment methods.
basis of consumers’ decisions on purchasing are not the
According to B.Joseph PineⅡ and James H.Gilmore,
competition of capability and price, the customer
experience become the new core value resources of it. the experiences have four types:
entertainment-experience; education-experience;
C, The promotion of customers’ need class ; aesthetics-experience and the experience of avoiding
Referring to Maslow’s the theory of need class, after truth. They are combined to form the personal
meeting the low needs, people will pursue to the high experiences showed as Fig.1.
need class. With the development of society economy,

Entertainment-experience is the experience the the film, so it offer a opportunity for the audiences to get
consumers obtain with their feeling. It is a unilateral the knowledge. The aesthetics experience make
activity. The degree of consumers’ participation is low individuals under some conditions and they have no
such as attending concert and watching football games influence on the conditions such as visiting the art
and so on. The education experience must call for the gallery and enjoying the scenery etc. The experience of
consumers’ active participation in the process because avoiding truth is contrary to entertainment-experience,
they must obtain the knowledge. For example, the the consumers can actively join in the process of the
communicational movie not only let the audiences see a establishment of this experience. Chatting in Internet and
film, but also let them understand the process of directing the network games are the good examples.

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Refer to Best. H. Smith, the experiences can be relevancy experience. The five parts are called tactic
divided into five kinds: sense experience; emotion experience module showed as Tab.1:
experience; think experience; action experience and

enterprises need to attract the customers through

4. THE ANALYSIS OF SERVICE traditional marketing method and others so that the
FACTORS BASED ON CUSTOMERS’ customers can join in the systems better.
EXPERIENCE. In the process of developing the service marketing
system, the enterprises can't only depend on these insular
The service-marketing system starts from the factors. They must integrate them together. Compare
customer-experience, then carry out the with these factors, it's more necessary to pay more
corporation-operation to transfer their concept to attention to the linkage of them. It is the guarantee to
customers. The purpose is to make the customers feel it. build the service marketing system.
So the service-marketing system is complicated.
Accordingly, we can conclude that the objects are
customers, middlemen and suppliers. 5. THE CONSTRUCTION OF
Therefore, this paper considers that there are seven SERVICE-MARKETING SYSTEM BASED
service-factors based on customers’ experience. They are ON CUSTOMERS’ EXPERIENCE.
place, product, participant, process, the emotion of
customer-experience, the promises of service and the
The enterprises realize that it is necessary to construct
disposal of complaints. They are the essential factors in
the service-marketing system. Its purpose is to control,
customer-experience the enterprise must control.
implement and increase the service marketing better. It
First, the enterprise should choose a good place and can help enterprise know how to do and how to control in
build the scene to make the customers to join in the service marketing based on customers’ experience.
systems well so as to supply a good service background
Firstly, the construction of service-marketing system
for the customers. Then the enterprises should certain the
based on customers’ experience must abide by the
setup appropriate to service their customers. Meanwhile,
following principles: a. Break through the rational
the enterprises should care the customers’ movement to
hypothesis of consumption and make sure the
know whether the customers’ preference changes.
service-marketing concept of “adding experiences”; b.
Besides the good setup, it's necessary to train the staff
Analyze the class of service experience and choose
well. Specially, those who must face to customers should
properly the direction of upgrade the service; c. Explain
be trained professional to let them have the good service
the buyers’ activity-cycle and create the experience value
consciousness so that they can make their customers
for customer; d. Strengthen the communication with
have good experiences. The enterprises can train their
consumers and manage “reality moment”; e. Fulfill the
staff by simulation to make them have the ability of
promises on service and create the customer-satisfaction;
supplying the convenient service and solving problems
f. Establish the corporation culture in staff through entire
and to improve their abilities to let them care the
process.
customers more in order to the customers can obtain the
experiences in the process of shopping. Finally, the

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According to the analysis of the service factors based staff will get more money. The enterprise should make
on the customers’ experience, we can construct the their staff have the concept of care customers so that the
customer-service-system includes four layers: the object staff would service the customers more honestly.
layer, the management layer, the application layer and The most important thing in this layer is to establish
the feedback layer. the mutual value point. If the enterprise can build a
The object layer includes the customers, the special value point and make the staff accept it, the
middlemen and the suppliers. The major reason of enterprises carry out below thing easily. The staff will
building this system is to service these objects better than express their emotion to the customers more honestly
before. They can feel the service through this system. If and will be more enthusiastic.
they get a good experience, they will spend more on
B, Service the customers circumspectly and supply
service and products more than before. extra service.
The core of this system is the application layer, The difference in service is less than before. But if we
because it is the windows the enterprise faces their
supply more additional service in some extent, the
customers. This layer will inter-touch with the object customers will feel more content so that they will get a
layer. The customers will feel the service and get the
better experience. Moreover, the enterprises must train
good experience from the application layer, and the staff their staff supply service timely. We know that the time is
in the application layer will collect the information from
the money. If the staff service the customers timely, they
the object layer. The functions of this layer are will feel comfortable. With the living speed is faster than
communicating with the customers, identifying the
before, some customers wish to cost more if we supply
customers, touching with them and keep them by their the service timely.
best. We can all this part as function part.
C, Build the comfortable condition to serve the
Specially, in this layer, the enterprise should cultivate
customers.
their staff to service customers under above seven factors.
They can establish the standard of these factors the staff Maybe the staff will supply a high quality service, but
should abide by. We can call this part standard part. if the condition is not comfortable, it will influence the
There are some standards the staff should abide by. customers’ experience. The enterprise should analyze the
customers’ preference to make clear what their request
A, Pay attention to the customers on condition. The purpose of building the comfortable
The staff should realize that “the customers are boss”. condition is to make the customers obtain the good
If they can meet the customers’ needs better, the experiences so that the return will increase. The
customers will spend more time and money on shopping, precondition of creating the good situation is to market
then the enterprises will obtain more interest. Then the research.
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D, The staff should be of good quality. base of supplying a high quality service. The
According to the Panasonic & Company, the people will management layer not only controls the process of
become treasures through training and everyone is of service but also monitors the staff in the application layer.
outstanding characters. The enterprise must develop Furthermore, the management layer will get the
extraordinary characters from a ordinary person. So the information from feedback layer to improve their service
enterprises should improve the staff’s characters in order quality so that attract more customers to join in the
to increase the quality of service. The process of trade is system. Concretely, the management will monitor and
the communication among people in the final analysis. control the touching, communicating, identifying and
So improving the staff’s characters is the good way of keeping the customer i.e. function part. But if there some
increasing the quality of service. The enterprise should standards need to be updated, the management will
abide by a principle: respecting the person. And they convey their orders to the standard part and instruct them
should spend more time and energy on it. IBM thinks how to do directly.
that no matter which position the person in, he or she will The last layer is feedback layer. Its function is
be the resource of producing efficiency. So the enterprise collecting the customers’ information so as to feed them
should their staff set the think idea and the work style back enterprise to increase the management of interior.
accord with them. From the Fig.2, we can get that the feedback layer will
collect the information from the object layer and
E, Build the guarantee and promises of service
application layer, then feedback them to the management
When the customers join in the systems, the enterprises layer. And then the management should increase their
not only supply good experiences for them, but also work according to it. Also, the management layer should
should build the guarantee and promises of service. On let the application layer know what they should improve
the one hand, it will make the customers more secure; on and what problem exist in the process of service. It’s the
the other hand, it is the expression of enterprise culture. assistant layer in the system. We know that if a good
Moreover, the guarantee and promise of service will service system wants to make the customers obtain the
locate the service in person. The staff will be more good experience, they must improve themselves
responsible than before, because the guarantee will continually. The feedback layer plays this role in the
monitor them naturally. system. The enterprises should exert its effects
F, Dispose of the customers’ complaint efficiently.

No matter how high quality of service the enterprises can

supply, they can’t avoid the customers’ complaint
because of some inevitable factors. Therefore, the 6. CONCLUSIONS
enterprises must dispose of these complaints. The ability
of disposal of complaints should be cultivated. The
attitude and the words the staff must master through It has special meaning for enterprises to construct the
training. It becomes a very important thing the enterprise service system based on customers’ experience, because
should pay attention to, because many companies it will supply a suitable way to help the customers obtain
neglected the disposal of complaints. The proper the good experiences in order to improve the customers’
disposal of complaints will make the customers have profitability.
more confidence in the enterprises and will obtain a good As a whole, the system is a circulation of information.
experience. The enterprises should avoid losing the It will accelerate the communication of enterprises and
customers because of lack of it. the customers. The execution is very important in
In a word, the control is very important in this layer. building and operating this system. If the enterprises
And the enterprises should spend more energy on want to obtain good effects, they should spend more time
building this layer. and money on it. They should train their staff roundly.
The prime thing is to create a value concept in the
The next one is the management layer which faces the enterprise. If the staff’s objects accord with the
interior of enterprise. It mainly implements the enterprise’, they will act abide by the request of
management of service flow, service quality, service enterprises.
technology and customer relations. This layer is also the

REFERENCES
B.Joseph PineⅡ and James H.Gilmore. (2002). The Experience economy[M]. Machine Industry Edition, P37-45
Best. H. Smith. (2001). The Experience marketing[M]. The China Three Channel Publishing Company, P57-92
Fan Xiucheng, Chen Yingyi. ‘The Experience marketing: the new idea of the enterprise holding the customers
(Chinese)’ [J]. The Economy Management, 2002(22)

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Liu Fengjun, Lei Ruiyin. (2002). ‘The Consumption needs and marketing strategy in experience economy times
(Chinese)[J]’. Industry and Enterprise Management, 10.
Liang Jian’ai. (2004). The Discussion of marketing strategy based on customers’ experiences (Chinese). Guangxi Social
Science Edition, P9
Zhang Hongming. (2003). ‘The Types of brand experiences and its marketing revelation (Chinese)’. Business Economy
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THE AUTHORS
Xu Ruiping, Associate Professor, Master’s Degree, School of Business and Industry Management, Xi’an University of
Technology, Xi’an, Shanxi, 710048, P.R. China.
Zheng Yujuan, Postgraduate, School of Business and Industry Management, Xi’an University of Technology, Xi’an,
Shanxi, 710048, P.R. China. E-mail: elva_0104@hotmail.com

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