Pregledni rad
https://doi.org/10.46917/st.16.2.5
User experience as customer value in digital service design
Jadranka Musulin
Sažetak
The paper explores the relationship between the concepts of customer value and user experience, with the aim of understanding how value in digital services is created and perceived through user experience. Building on an analysis of theoretical approaches to value, from utilitarian to experiential and phenomenological, as well as different conceptualizations of user experience, the paper integrates insights from both domains and proposes a conceptual framework that presents user experience as a form of value creation for the customer. By integrating models of customer value and user experience, the study confirms the existence of generic elements (user, artifact, interaction, and context) that form the shared foundation of experiential value. The paper provides theoretical guidelines through the development of an integrative model that connects marketing, service management, service design, and the field of Human–Computer Interaction (HCI), thereby contributing to a deeper understanding of the process of value creation in digital contexts. Practical guidelines refer to the application of the identified elements as a framework for designing digital services that foster user participation, experience personalization, and value co-creation. In addition, the paper contributes to terminological clarity regarding overlapping concepts in the field of user experience, particularly in the Croatian language, by distinguishing between the notions of doživljaj (experience as perception) and iskustvo (experience as accumulated knowledge). This opens space for a more precise scientific and professional use of terminology and for a deeper understanding of user experience as a key mechanism of value creation and delivery in digital environments.
Ključne riječi
user experience; customer value; value in use; digital service design; conceptual framework
Hrčak ID:
341878
URI
Datum izdavanja:
22.12.2025.
Posjeta: 598 *