ABSTRACT
Customer experience has gained an enormous interest from many practitioners to increase product value and enrich competitive advantage. In various research contexts, there has been an increasing number of studies regarding the development of models for designing customer experience. However, few of the studies have been exploited experiential components which are channels of customer perceived value. Therefore, this research proposes a concept of incorporating customer perceived value in designing customer experience. The proposed concept aims to increase the capability of launching the better perceivable customer experiences.
