Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/338738 
Authors: 
Year of Publication: 
2024
Citation: 
[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 4 [Issue:] 1 [Year:] 2024 [Pages:] 53-63
Publisher: 
MDPI, Basel
Abstract: 
To enhance the competitiveness of the traditional handicraft industry, providers should offer service experiences using their products (i.e., servitization) instead of merely selling them. Effective management for servitization in the traditional handicraft industry must consider the differences in customers' prior knowledge. Nevertheless, previous studies have overlooked how this knowledge about traditional handicrafts impacts service experiences. This study explores which factors of consumer behavior (during services) and service outcomes (post-services) are affected by customers' prior knowledge about a traditional handicraft. An organic food restaurant booth was provided at an annual summer festival about pottery as an experiment, and data were collected on customers' meal experiences with a pottery plate through a questionnaire. The findings suggest that customers' prior knowledge about a traditional handicraft promotes their search for information from service resources (i.e., organic foods) which are integrated with the traditional handicraft and their creativity during services, thereby changing their understanding of service resources and increasing satisfaction with service experience. This study contributes to services marketing by identifying the factors of during and post-services that are affected by customers' prior knowledge about a traditional handicraft in the context of servitization.
Subjects: 
service experience
servitization
handicraft
services marketing
consumer behavior
experiential marketing
information search
prior knowledge
business model
customer satisfaction
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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