Abstract:

Background: Due to the rise of the competition, companies were compelled to create new strategies, which had the consumer as their main denominator. Some managers believe that the focus should be on the product, price, and quality, but these do not bring the organizations a competitive advantage anymore. It appears that what should be taken into account is the Service Experience. Being acknowledged that the demands of the consumers have changed, the consumption is based more on sensations and emotions. Thus, the value is changing from utilitarian to hedonistic. Based on all these changes in the market, specialists have started to focus on service experiences through experiential marketing. Health care is a service that most of the times is not desired but, on several occasions, it is required, meaning it is an unwanted service that might be considered highly troublesome but critically important for an individual’s welfare.