ABSTRACT
The services and products the market offers have become increasingly commoditized with little to distinguish them beyond price and availability (Pine & Gilmore, 1999). There is a general acknowledgement in the literature of a need for transformation from services to experiences within the markets. This shift requires organizations to differentiate their offerings to meet the desires of more sophisticated and demanding clients (Volo, 2009). The roles of satisfaction and quality in promoting positive customer behaviours have been replaced by experiences offered as by-products.
