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Enhancing The Value For The Wellness Customers Through Service Offering Innovations

Neringa Langvinienė, J. Sekliuckienė
Published 2014 · Business

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This paper aims to disclose the opportunities of the offering innovations in enhancing value for wellness services customer. Research relies on the scientific literature studies in order to disclose the specifics of innovations and its aspects, in the wellness services industry in Lithuania. The qualitative content analysis of wellness services enterprises websites was carried out in order to explore the innovations used. The results of the research showed that the Lithuanian wellness services suppliers, preparing the innovative offerings for the wellness services customers, use the modern information technologies as well as technologies directly engaged in the wellness services supply, together with acknowledged wellness products, services and know-how. The innovative value for the consumers is shaped on the ground of value extension through the product, place and promotion. Findings showed the gaps in fulfilling the innovations in processes or pricing of the wellness services in the market.
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