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Purpose The purpose of this paper is to explore the experience design phenomenon in the cultural sector. Specifically, it purports to articulate a set of design characteristics that support the alignment between an organisation’s design intention (i.e. intended experience) and the actual experience of customers (i.e. realised experience). Design/methodology/approach A single case study approach is adopted to explore the phenomenon from both the provider and customer perspectives simultaneously. A range of qualitative data, including 42 interviews with managers and customers as well as voluminous documentary evidence, are collected. Provider and customer data are analysed independently using a rigorous inductive analytical process to generate experience design themes and to assess possible gaps between intended and realised experience. Findings The findings reveal the design characteristics of touchpoints and the overall customer journey, which constitute the core experience, as well as the design characteristics of the physical and social environment, which support the realisation of the core experience, in a cultural context. Research limitations/implications Limitations include difficulties in generalising the findings from a single case and in claiming that the set of design characteristics identified is exhaustive. Practical implications The paper makes several recommendations that are useful and relevant for customer experience practitioners in the cultural sector. Originality/value The paper’s contribution is to provide novel empirical insights into the four experience design areas of touchpoints, journey, physical elements and social elements in an experience-centric cultural context. On that basis, a conceptual framework for experience design in the cultural context is proposed.

■ The role of networks and international commitment in the formation of internationalisation strategies has not yet been explored in international research. The present paper investigates these relationships in a sample of 206 Norwegian exporters.■ This article suggests that access to networks and commitment play significant roles in the formation of internationalisation strategies. Implications for management and research are discussed. Key Results■ Access to networks in international markets impact positively on the development of some global strategies such as marketing control/positioning, whereas it does not enhance the creation of international strategic alliances.

Purpose – The purpose of this paper is to study the service-profit chain (SPC) on e-service quality dimensions, online customer value (CV) dimensions, e-satisfaction, and e-loyalty in an e-commerce context. Design/methodology/approach – A total of 2,813 internet customers filled in an online questionnaire after completing a specified task on one of 28 wine web sites from seven countries. Findings – The results highlight the impact of the dimensions of e-service quality (information, aesthetics, ease of use, security/privacy, and reliability) on the dimensions of online CV (functional, economic, and social value) as they affect e-satisfaction, which in turn influences e-loyalty. The results validate the SPC in an e-commerce context and also stress the partial mediating role of the dimensions of online CV between the dimensions of e-service quality and e-satisfaction. Research limitations/implications – The sample may not exactly match the customer profile of the web sites analyzed. In order to generalize the results, future research should replicate this study with a customer sample from each web site. Future research could also take into account other variables that may have an influence on the relationships identified. Additionally it would be interesting to replicate the study in other industries and undertake longitudinal studies in one or more industries. Practical implications – From a managerial point of view, online retailers, especially in the wine sector, can positively affect CV, satisfaction, and loyalty by focussing on information, aesthetics, ease of use, security/privacy, and reliability. Originality/value – This paper is the first to study the SPC by examining service quality dimensions, CV dimensions, satisfaction, and loyalty in an online context. It extends the knowledge of online retailing by validating the SPC on the dimensions of traditional service concepts, such as service quality and CV. The findings can assist online retailers to better understand the dynamics of online customer relationships and the implications for customer satisfaction and ultimately loyalty.

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