Service experiences beyond the direct use: indirect customer use experiences of smartphone apps

Apramey Dube, Anu Helkkula
  • Journal of Service Management, April 2015, Emerald
  • DOI: 10.1108/josm-11-2014-0308

Service experiences of smartphone apps

What is it about?

We know service experiences can be lived experiences, or they can be imaginary experiences in the minds of customers. In order to have a service experience, customers need not have direct contact with the service. This article shows in what ways customers can have service experience of smartphone apps, without directly using the apps.

Why is it important?

Our findings show that customers need not use apps to experience them. Sometimes customers experience apps indirectly through their friends, colleagues or family members. This is is the first article that shows how apps can be experienced indirectly, as a service.


Mr Apramey Dube
Hanken Svenska Handelshogskolan

Service experiences are increasingly understood beyond the narrow boundaries of one-to-one and direct interaction with service provider and customers. The findings show four ways in which customers experience apps both directly and indirectly. Thus, we illustrate that customers experience apps, without even using them.

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The following have contributed to this page: Mr Apramey Dube and Anu Helkkula