Virtually Speaking-Customer to Customer Communication in Blogs

Kelleher, Carol, Helkkula, Anu, Journal of Applied Management and Entrepreneurship

Executive Summary

Starting from the proposition that "value is always uniquely and phenomenologically (experientially) determined by the beneficiary" (Vargo & Lusch 2008^sub a^, p.7), the purpose of this paper is to examine customers' experiences as revealed through their digital narratives electronic word-of-mouth (eWOM, electronic word of mouth) in blogs and to discuss the resulting implications for service innovation. A narrative analysis using critical incident technique of digital narratives revealed in blogs focusing on customers' experiences of the Nokia Navigator mobile phone is presented. The discussion and conclusions contribute to the service innovation and service …

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Publication information: Article title: Virtually Speaking-Customer to Customer Communication in Blogs. Contributors: Kelleher, Carol - Author, Helkkula, Anu - Author. Journal title: Journal of Applied Management and Entrepreneurship. Volume: 15. Issue: 3 Publication date: July 2010. Page number: 4+. © Nova Southeastern University, H. Wayne Huizenga School of Business and Entrepreneurship Oct 2008. Provided by ProQuest LLC. All Rights Reserved.

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