Pricing A Service Experience Combining the Customer Journey and Willingness-to-Pay: The Case of A Club Promoting Regional Wine

This study introduces a novel pricing methodology for complex service experiences, illustrated by way of a case study of a Swiss wine tourism club. Combining Customer Journey Mapping (CJM) and Willingness-To-Pay (WTP) enables the methodology to capture the perceived value of the entire experience, including its hedonic and spatio-temporal dimensions. A survey of 50 participants was conducted to estimate WTP for various tasting event configurations. The collected data enabled modelling of market share and production costs, as well as the identification of an optimal service design. The results highlight that guided tastings are the most valued attribute. Despite limitations arising from hypothetical bias and the non-representative nature of the sample, the method serves as promising proof of concept for fairer, experience-centred pricing strategies.