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EMAC 2024 Annual


Multisensory Embodied Service Experiences in Service Research – Explorative Framework
(A2024-119340)

Published: May 28, 2024

AUTHORS

Halldor Engilbertsson, Kristiania University College; Bertil Hulten, Halmstad University

ABSTRACT

This explorative paper addresses a research gap in service research by introducing a multisensory embodied service experience framework as a platform for value co-creation. The framework incorporates all bodily experiences in service encounters, not just the five senses. Examples are given of proprioceptive and vestibular senses as part of embodied service experiences. Theoretical foundations draw from embodied- and multisensory marketing theories, proposing that sensations influence emotion, cognition, and behavior. The framework is applied to physical and virtual service providers by focusing on the interaction between service value co-creation and the senses. Multisensory embodied service experiences stress the co-creation view of SDL by emphasizing the role of human senses in multisensory embodied service experiences. This research deepens the understanding of the holistic nature of multisensory embodied service experiences, with insights for practitioners and service researchers.