What Makes Services Luxurious? Insights From a Qualitative Study

We address the research question ‘What constitutes a luxury service experience’? and report results from exploratory interviews conducted with luxury service consumers to understand how they perceive differences between luxury and non-luxury services. Our results reveal key luxury perception dimensions in the search, decision, consumption and post-consumption states.


Martin P Fritze, Jochen Wirtz, and Jonas Holmqvist (2020) ,"What Makes Services Luxurious? Insights From a Qualitative Study", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1194-1194.


Martin P Fritze, University of Cologne
Jochen Wirtz, National University of Singapore, Singapore
Jonas Holmqvist, Kedge Business School


NA - Advances in Consumer Research Volume 48 | 2020

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